Analyzing Mediators of the Customer Satisfaction – Loyalty Relation in Internet Retailing

This study explores the customer satisfaction – loyalty relation in the context of online shopping by introducing various mediators, such as trust, attitude, hedonic value, and utilitarian value. For data collection, we used an online consumer survey in relation to Internet retailing. In this paper we found empirical evidence that loyalty and satisfaction have a reciprocal relationship, but that mediators exist between satisfaction and loyalty. The findings of this study have consequences for customer relationship management, particularly in terms of retention, of the satisfied consumers in an e-shopping environment.
JEL Classification M31
Full Article
  1. Ajzen, I. and Fishbein, M., 1980. Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
  2. Anderson, R.E., Srinivasan, S.S., 2003. E-satisfaction and e-loyalty: a contingency framework. Psychology & Marketing, 20, pp. 123-138.
  3. Arnold, M.J., Reynolds, K.E., 2003. Hedonic shopping motivation. Journal of Retailing, 79, pp. 77-95
  4. Babin, B.J., Darden, W.R., Griffin, M., 1994. Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20, pp. 644-656.
  5. Barron, R., Kenny, D., 1986. The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality & Social Psychology, 15, pp. 1173-1182.
  6. Bhattacherjee, A. (2001), Understanding information system continuance: An expectation-confirmation model. MIS Quarterly, 25(3), pp. 351-370.
  7. Bloemer, J. and de Ruyter, K., 1998. On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 31(5/6), pp. 499-513
  8. Bloemer, J., de Ruyter, K., 1998. On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 31(5/6), pp. 499-513
  9. Caruana, A., 2002. Service quality: the effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing 36, pp. 811-828.
  10. Chen, S.C., 2012. The customer satisfaction-loyalty relation in an interactive e-service setting: The mediators, Journal of Retailing and Consumer Services, 19, pp. 202-210
  11. Cronbach, L. J. (1970), Essentials of psychological testing. New York: Harper and Row.
  12. Davis, F. D., Bagozzi, R. P., and Warshaw, P. R., 1989. User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35(8), pp. 982-1002
  13. Dick, A. S., Basu, K. (1994), Customer loyalty: An integrated conceptual framework. Journal of Academy of Marketing Science, 22 (2), pp. 99-113
  14. Field, A., 2005, Discovering Statistics using SPSS. 2nd Edition. London: Sage Publications.
  15. Hernández, B., Jiménez, J., Martín, M. J. (2010). Customer behavior in electronic commerce: The moderating effect of e-purchasing experience. Journal of Business Research, 63, pp. 964-971
  16. Hunt, S.D. et al (2006), The Explanatory Foundations of Relationship Marketing Theory. Journal of Business and Industrial Marketing, 21(2), pp. 72-87
  17. Liu, C. and Forsythe, S., 2011. Examining drivers of online purchase intensity: Moderating role of adoption duration in sustaining post-adoption online shopping. Journal of Retailing and Consumer Services, 18, pp. 101-109
  18. Luarn, P., Lin, H., 2003. A customer loyalty model for e-service context. Journal of Electronic Commerce Research 4, pp. 156-167.
  19. McKnight, D.H., Choudhury, V., Kacma, C., 2002. Developing and validating trust measures for e-commerce: an integrative typology. Information Systems Research, 13 (3), pp. 334-359.
  20. Oliver, R. L., 1980. A cognitive model for the antecedents and consequences of satisfaction. Journal of Marketing Research, 17, pp. 460-469
  21. Oliver, R. L., 1981. Measurement and evaluation of satisfaction process in retail setting. Journal of Retailing, 57, 25-48.
  22. Oliver, R. L., 1997. Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw Hill.
  23. Oliver, R.L., Swan, J.E., 1989. Customer perceptions of interpersonal equity and satisfaction in transactions, Journal of Marketing, 53(2), pp. 21-35.
  24. Opreana, A., 2013 (a). Segmentation of Employee Perceptions in Relation to Corporate Social Responsibility Practices. Expert Journal of Business and Management, 1(1), pp.15-28
  25. Opreana, A., 2013 (b). Examining Online Shopping Services in Relation to Experience and Frequency of Using Internet Retailing. Expert Journal of Marketing, 1(1), pp.17-27
  26. Pavlou, P.A., 2003. Consumer acceptance of electronic commerce: integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7, pp. 101-134.
  27. Reichheld, Frederick F., 2003. The one number you need to grow. Harvard Business Review, 81(12), pp. 46-54
  28. Schlosser, A. E., White, T. B., Lloyd, S. M., 2006. Converting web site visitors into buyers: How web site investment increases consumer trusting beliefs and online purchase intentions, Journal of Marketing, 70(2), pp. 133-148.
  29. Schlosser, A.E., White, T.B., Lloyd, S.M., 2006. Converting web site visitors into buyers: how web site investment increases consumer trusting beliefs and online purchase intentions. Journal of Marketing 70, 133-148.
  30. Shankar, V. Smith, A.K., and Rangaswamy, A., 2003. Customer Satisfaction and Loyalty in Online and Offline Environments, International Journal of Research in Marketing, Vol. 20, No.2, pp.153-175
  31. Shankar, V., Smith, A. K., and Rangaswamy, A., 2002. Customer satisfaction and loyalty online and offline environments. Journal of Retailing, 80, pp. 317-330
  32. Sirdeshmukh, D., Singh, S., Sabol, B., 2002. Consumer trust, value, and loyalty in relational exchange. Journal of Marketing, 66(1), pp.15-37.
  33. Sobel, M.E., 1982. Asymptotic confidence intervals for indirect effects in structural equation models. Sociological Methodology. Washington, DC: American Sociological Association
  34. Srinivasan, S.S., Anderson, R., Ponnavolu, K., 2002. Customer loyalty in ecommerce: an exploration of its antecedents and consequences. Journal of Retailing, 78(1), pp. 41-50
  35. Suh, J. and Youjae, Y. 2006. When brand attitudes affect the customer satisfaction-loyalty relation: the moderating role of product involvement. Journal of Consumer Psychology, 16 (2), pp. 145--155.
  36. Vinerean, S. 2013.Applying Online Behavioral Models in Internet Retailing. Saarbrücken: LAP LAMBERT Academic Publishing.
  37. Warner, R.M., 2013. Applied Statistics: From Bivariate Through Multivariate Techniques- Second Edition, US: SAGE Publications
  38. Westbrook, R. A., Oliver, R. L., 1981. Developing better measures of consumer satisfaction: Some preliminary results. In K. B. Monrow (Ed.), Advances in Consumer Research (pp. 94-99). Ann Arbor, MI: Association for Consumer Research.
  39. Yi, Y., 1990. A critical review of consumer satisfaction. In V. Zeithaml (Ed.), Review of Marketing (pp. 68-123). Chicago: American Marketing Association.
  40. Zeithaml, V.A., Parasuraman, A., Malhotra A. (2002), Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge. Journal of the Academy of Marketing Science, 30(4), pp. 362-375

Article Rights and License
© 2014 The Authors. Published by Sprint Investify. ISSN 2359-7712. This article is licensed under a Creative Commons Attribution 4.0 International License. Creative Commons License
Corresponding Author
Simona Vinerean, The Bucharest University of Economic Studies
Download PDF


Lucian Blaga University of Sibiu

The Bucharest University of Economic Studies