The Impact of Loyalty on Satisfaction: Reverse Logic and Unintended Consequences

Abstract

Predictors of online satisfaction include website usability, performance, privacy, and security. Researchers have examined the effects of mediating and moderating variables on the relationship between online satisfaction and loyalty. The present study examines the reverse logic and feedback effects of loyalty on the relationship between satisfaction and its predictors. It is an important topic because satisfied customers may not be loyal. The idea of reverse logic is to emphasize satisfaction investments that focus on loyal customers, who are usually more profitable. The results of this study may indicate that it is more difficult to satisfy than to create loyal customers.