Use of mediating and moderating variables in explaining consumer loyalty in service environments

Abstract:

This article aims to develop a model to explain consumer loyalty in a service sector through the inclusion of mediating and moderating variables in the analysis of consumer behavior. To test the model a study was carried among mobile and subscription television consumers in Venezuela. An estimation was made using covariance structure models. The research generated a model that demonstrates the importance of using mediating variables (perceived value and trust) in pbkp_redicting customer loyalty in service environments. The moderating effect of loss aversion is mainly reflected in the perceived value and customer trust, thereby affecting the outcome variables, satisfaction and loyalty.

Año de publicación:

2015

Keywords:

• Moderating
• Mediating variables
• Customer loyalty

Fuente:

scopus