Journal of Marketing Management

Link between Satisfaction and Customer Loyalty in the Insurance Industry: Moderating Effect of Trust and Commitment
Youba Minta

Abstract
This paper examines the relationship between satisfaction and customer loyalty and using trust and commitment as interactions of this relationship. The study was conducted by taking a sample of 271 respondents. The data were collected using a questionnaire containing 22 items and analyzed in SPSS. The results show that satisfaction has a positive and significant relationship on customer loyalty. In addition, we found the insignificant role of trust and also the negative effect of commitment on the relationship between satisfaction and customer loyalty. This study has some limitations, whose analyzed data were collected from one sector of the service industry in one country and we focused only on two moderating relational components. In this research, future directions for research are presented at the end of the conclusion.

Full Text: PDF     DOI: 10.15640/jmm.v6n2a3