Investigating the quasi-moderating role of habit strength in consumer loyalty
This study addresses the quasi-moderating role of habit strength in explaining action loyalty. A model of loyalty behaviour is proposed that extends the traditional satisfaction–intention–action loyalty network. Habit strength is conceptualised as a cognitive construct to refer to the psychological aspects of the construct, such as routine, inertia, automaticity, or very little conscious deliberation. The data consist of 2962 consumers participating in a large European survey. The results show that habit strength significantly moderates the association between satisfaction and action loyalty, and, respectively, between intended loyalty and action loyalty. At high levels of habit strength, consumers are more likely to free up cognitive resources and incline the balance from controlled to routine and automatic-like responses.
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2nd EMAC Regional Conference, Marketing Theory Challenges in Emerging Societies, 2011