Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty

Citation

(2002), "Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty", Measuring Business Excellence, Vol. 6 No. 4. https://doi.org/10.1108/mbe.2002.26706dae.004

Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty

Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty

S.O. Olsen, Journal of the Academy of Marketing Science (USA), Vol. 30 No. 3, Summer 2002

Examines the extent to which customer satisfaction mediates between quality performance and repurchase loyalty for customers buying seafood. Investigates customers (households) of seafood in Norway, contrasting those who give their views for the product as such, and those who give views by comparing products relatively. Argues that repurchase loyalty could be stronger when quality is measured in this comparative way. Analyzes survey findings and discovers this is true for the sample, and that a relatively strong positive relationship between quality and satisfaction existed across four types of seafood. Concludes that research setting out to measure repurchase and brand loyalty would do well to measure between a range of substitutable products, and recommends extending this approach to affective measures about brands and stores, because it does appear to offer predictive validity.

Comment: Despite its rather eccentric product choice, this article draws some valuable conclusions with regards to CS that can be applied across the industries.