Does Satisfaction Mediate the Relationship Between Relationship Equity and Customer Loyalty?
Relationship equity provides additional value to customers other than the usual core service or product offerings. Satisfaction with the relationship provokes an affective state in customers‟ mind about the company and is regarded as one of the key determinants of customer loyalty. This paper invest...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Conference Paper |
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Australian and New Zealand Marketing Academy
2012
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| Online Access: | http://www.anzmac.org/conference_archive/2012/papers/477ANZMACFINAL.pdf http://hdl.handle.net/20.500.11937/37860 |
| _version_ | 1848755163275198464 |
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| author | Rabbanee, Fazlul Ramaseshan, Balasubramani Hui, Laine |
| author2 | Svetlana Bogomolova |
| author_facet | Svetlana Bogomolova Rabbanee, Fazlul Ramaseshan, Balasubramani Hui, Laine |
| author_sort | Rabbanee, Fazlul |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Relationship equity provides additional value to customers other than the usual core service or product offerings. Satisfaction with the relationship provokes an affective state in customers‟ mind about the company and is regarded as one of the key determinants of customer loyalty. This paper investigates the impact of relationship equity on customer loyalty and examines the mediating effect of satisfaction on the relationship between these two constructs in business-to-business (B-to-B) context. The paper shows that relationship equity affects customer loyalty positively. It also reveals that satisfaction fully mediates the link between relationship equity and customer loyalty. The managerial implications of the findings are discussed. |
| first_indexed | 2025-11-14T08:51:56Z |
| format | Conference Paper |
| id | curtin-20.500.11937-37860 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:51:56Z |
| publishDate | 2012 |
| publisher | Australian and New Zealand Marketing Academy |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-378602023-02-07T08:01:20Z Does Satisfaction Mediate the Relationship Between Relationship Equity and Customer Loyalty? Rabbanee, Fazlul Ramaseshan, Balasubramani Hui, Laine Svetlana Bogomolova Richard Lee Jenni Romaniuk Relationship equity provides additional value to customers other than the usual core service or product offerings. Satisfaction with the relationship provokes an affective state in customers‟ mind about the company and is regarded as one of the key determinants of customer loyalty. This paper investigates the impact of relationship equity on customer loyalty and examines the mediating effect of satisfaction on the relationship between these two constructs in business-to-business (B-to-B) context. The paper shows that relationship equity affects customer loyalty positively. It also reveals that satisfaction fully mediates the link between relationship equity and customer loyalty. The managerial implications of the findings are discussed. 2012 Conference Paper http://hdl.handle.net/20.500.11937/37860 http://www.anzmac.org/conference_archive/2012/papers/477ANZMACFINAL.pdf Australian and New Zealand Marketing Academy restricted |
| spellingShingle | Rabbanee, Fazlul Ramaseshan, Balasubramani Hui, Laine Does Satisfaction Mediate the Relationship Between Relationship Equity and Customer Loyalty? |
| title | Does Satisfaction Mediate the Relationship Between Relationship Equity and Customer Loyalty? |
| title_full | Does Satisfaction Mediate the Relationship Between Relationship Equity and Customer Loyalty? |
| title_fullStr | Does Satisfaction Mediate the Relationship Between Relationship Equity and Customer Loyalty? |
| title_full_unstemmed | Does Satisfaction Mediate the Relationship Between Relationship Equity and Customer Loyalty? |
| title_short | Does Satisfaction Mediate the Relationship Between Relationship Equity and Customer Loyalty? |
| title_sort | does satisfaction mediate the relationship between relationship equity and customer loyalty? |
| url | http://www.anzmac.org/conference_archive/2012/papers/477ANZMACFINAL.pdf http://hdl.handle.net/20.500.11937/37860 |