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Loyalty, repurchase, and satisfaction: a quantitative review

TAMILLA CURTIS, NOVA SOUTHEASTERN UNIVERSITY, USA
DAWNA L. RHOADES, EMBRY-RIDDLE AERONAUTICAL UNIVERSITY, USA

Abstract: Loyalty, repurchase, and satisfaction are three of the most widely studied and closely watched constructs in marketing. However, research findings on their relationship and magnitude are mixed. The purpose of this study was to provide a quantitative review of the research to date in order to resolve questions of direction and magnitude as well as to indicate areas for fruitful future research into these constructs. Findings indicate that the relationship between loyalty and satisfaction, satisfaction and repurchase and repurchase intent are positive and that the average correlation range from .54 to .63. The variance attributable to sampling error range from 100 percent to 32 percent for the relationship between satisfaction and repurchase. Indications are that moderator analysis may provide additional insight.
Keywords: Loyalty, Repurchase, Satisfaction, Meta-analysis, Quantitative review

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