Investigating the moderating role of consumer diversification, innovation and consumer aptitude on the relationship between satisfaction with customer behavioral loyalty

Subject Areas : Jounal of Marketing Management

Faezeh  Rezaee ¹ (Master student of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran)
K.  Heidarzadeh ² (Associate Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran)

Received: 2020-10-06 Accepted : 2020-11-26 Published : 2021-01-20

Keywords: Relationship Marketing, personality, Relationship Quality,

Abstract :

The aim of this study was to investigate the moderating role of diversity, innovation and consumer susceptibility on the relationship between satisfaction and customer behavioral loyalty. The method of this research is quantitative, descriptive, survey and applied in terms of purpose. The study was conducted on the clothing industry. In this study, the required evidence was obtained by using a questionnaire and collecting data from 360 students of the Islamic Azad University, Tehran Science and Research Branch, who were selected using a stratified random method appropriate to the volume. Data analysis was performed by structural equation modeling using AMOS and SPSS software and the research hypotheses were confirmed at 95% confidence level. Considering that in order to achieve the research objectives, the research model has been fitted twice. In the first model, the relationships between research structures in accordance with the conceptual model with structural modeling and in the second model, the relationships between research variables according to the conceptual model with path analysis. Findings show that the results of the structural part, the results of the measurement of the validity and reliability of the structural measuring instrument and the fit indices have supported the conformity of the collected evidence with the theoretical model. According to the results of the first model of the research, the coefficients of the independent-dependent structure and the effect of the intermediate structure on the dependent are supported in a positive and significant way. The results of the second model are investigated from the coefficients of the interaction effect of three moderator variables with the mediating variable on the dependent variable and the results show that the interaction coefficients of the two paths are inverse and significant and one path is direct and significant. Therefore, all five hypotheses of the research have been confirmed.

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