The relationship between customer satisfaction and loyalty of direct selling industry-with demographic characteristics,perceived value and user types as moderator variables
Authors: Jau-Shyong Wang; Robert Der-Fa Chen;
Journal: Chia Da Management Review. Dec. 2005, 25(2): 57-87.
Keywords: Customer Satisfaction; Customer Loyalty; Perceived Value; Direct Selling
Abstract:
Direct Selling (DS) is the sale of a consumer product or service, person-to-person. It is critical for the DS industry to obtain
customer satisfaction and to retain customer loyalty. Thus, it is very important for the DS industry to find out the need of
customer, to provide complete personalized service and to develop the potential market. This study used the statistical
methods of Factor Analysis, Pearson Correlation Analysis and Two-Way ANOVA Analysis to probe the relationship between
customer satisfaction and loyalty by introducing user types, demographic characteristics and perceived value as the moderator
variables to clarify their relationship. The result indicates that customer satisfaction is significantly and positively
associated with customer loyalty. The user types, demographic characteristics and perceived value variables affect the
relationship between customer satisfaction and customer loyalty.