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Cited by 342

The DOI matches its Crossref record; 77 of the 77 references it cites were found in a registry or an index.

Repurchase loyalty: The role of involvement and satisfaction

Open access
Olsen, Svein Ottar·2007·Psychology & Marketing
DOI 10.1002/mar.20163
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Abstract

Most studies of satisfaction and loyalty focus on the brand level of decision making. Involvement, on the other hand, is mainly defined and measured on the product category level. This study explores this gap by investigating the role of product category involvement and satisfaction in the formation of repurchase loyalty toward a product category. The study proposes alternative models that suggest that involvement may be an antecedent, a motivational mediator as well as a moderator, between satisfaction and repurchase loyalty. Secondly, it discusses the relative importance of satisfaction in forming involvement and loyalty by introducing social norms and perceived control (opportunity) as alternative antecedents. Involvement proved to be a complete mediator between satisfaction and repurchase loyalty, and a partial mediator between social norm/perceived control and loyalty. Involvement as a moderator was not supported. Social norms showed nearly the same ability as individual satisfaction in explaining variance in product category involvement. However, perceived control had a significant direct influence on repurchase loyalty, but the relationship between perceived control and involvement was not significant. Implications of these findings for satisfaction–loyalty development and research are explored. © 2007 Wiley Periodicals, Inc.

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Metadata

Authors
Olsen, S. O.
Venue
Psychology & Marketing
Publisher
Wiley
Published
2007-03-12
Volume
24
Issue
4
Pages
315-341
ISSN
  • 0742-6046 (ISSN-L)
  • 1520-6793
DOI
10.1002/mar.20163
OpenAlex
W2023836995
Cited by
342
References
77
FWCI
28.19
Type
journal article
Language
en
Open access
bronze

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