Customer value anticipation, customer satisfaction and loyalty: An empirical examination (original) (raw)
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Competition in product marketing requires entrepreneurs to integrate various marketing strategies. The factors of customer loyalty creation need to be known by marketers. This study aims to analyse the role of satisfaction as moderation to the effect of relational marketing and customer value on customer loyalty. This is a survey research. The population is traditional food stall consumers. Research like this has never been done, especially in the micro business segment, which is run traditionally. A total of 100 samples are selected by purposive random sampling. Data is collected by interviews, observations and questionnaires. The data is analysed by SEM (structural equation modelling) with AMOS 20. The results show that relational marketing, customer value, and satisfaction affect customer loyalty. Satisfaction does not moderate the effect of relational marketing and customer value on customer loyalty. This means that satisfied consumers are not directly loyal; there are other var...