✦ LIBER ✦

Consequences of ambivalence on satisfaction and loyalty

✍ Scribed by Svein Ottar Olsen; James Wilcox; Ulf Olsson

Publisher: John Wiley and Sons
Year: 2005
Tongue: English
Weight: 137 KB
Volume: 22
Category: Article
ISSN: 0742-6046
DOI: 10.1002/mar.20057

No coin nor oath required. For personal study only.

✦ Synopsis

The key objective of this study was to understand the consequences of subjective ambivalence on customer satisfaction, loyalty, and the satisfaction-loyalty relationship. The conceptual and theoretical discussions were derived largely from recent research in social psychology and integrated with marketing literature on satisfaction and loyalty. Given that product evaluations are typically positive and extreme, these findings indicate a negative relationship between ambivalence and satisfaction. Even though a great deal of the variance in ambivalence is shared with satisfaction, ambivalence did prove to have an independent and direct effect on loyalty. Ambivalent consumers are not only less loyal because they are less satisfied, but for other reasons, as well. Ambivalence was not found to moderate the satisfaction-loyalty relationship. The results of the study underscore the importance of taking ambivalence into consideration when measuring satisfaction and modeling satisfaction-loyalty relationships.

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