EFFECT OF CUSTOMER HETEROGENEITY ON RELATIONSHIP OF SATISFACTION-LOYALTY

Abstract

The research examines the impact of the factors which may influence the Behavioral Loyalty, Attitudinal Loyalty and Word of Mouth by taking data from customers of different shops within the premises of Lahore, Pakistan. The study has mainly focused upon the impact of two major factors of satisfaction i.e. Cognitive Satisfaction and Affective Satisfaction taken from past studies. The statistical analysis of data has shown that impact of Cognitive and Affective Satisfaction is insignificant with reference to Behavioral Loyalty, while Attitudinal Loyalty and Word of Mouth show significant relation with these two factors of satisfaction