Structural Analysis on Relationship between Customer Satisfaction and Loyalty

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  • 顧客満足度とロイヤリティの構造に関する研究
  • コキャク マンゾクド ト ロイヤリティ ノ コウゾウ ニ カンスル ケンキュウ

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The most important strategy and concern for companies is how to maintain current client and customer "loyalty" in a matured market. The importance of measuring customer satisfaction (CS) is widely noticed, and its improvement is considered one of most promising means to maintain and increase loyalty. However, that validity is based on the implicit assumption of loyalty=CS, and recently some controversies have come up denying such relationship between loyalty and CS. This paper investigates factors influencing loyalty considering four other factors in addition to CS. A questionnaire survey for 7 products and services was designed and the quantitative structure among loyalty and the five other factors is clarified employing LISREL-type analysis. Some implications such as loyalty≠CS and differences by products and services are given.

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