Abstract
Most studies of satisfaction and loyalty focus on the brand level of decision making. Involvement, on the other hand, is mainly defined and measured on the product category level. This study explores this gap by investigating the role of product category involvement and satisfaction in the formation of repurchase loyalty toward a product category. The study proposes alternative models that suggest that involvement may be an antecedent, a motivational mediator as well as a moderator, between satisfaction and repurchase loyalty. Secondly, it discusses the relative importance of satisfaction in forming involvement and loyalty by introducing social norms and perceived control (opportunity) as alternative antecedents. Involvement proved to be a complete mediator between satisfaction and repurchase loyalty, and a partial mediator between social norm/perceived control and loyalty. Involvement as a moderator was not supported. Social norms showed nearly the same ability as individual satisfaction in explaining variance in product category involvement. However, perceived control had a significant direct influence on repurchase loyalty, but the relationship between perceived control and involvement was not significant. Implications of these findings for satisfactionβloyalty development and research are explored. Β© 2007 Wiley Periodicals, Inc.