The Moderating Role of Age in Customer Loyalty Formation Process

Abstract

This study attempts to investigate the effects of an Internet service provider's network quality and customer service on their customers' satisfaction, commitment, behavioral loyalty, and attitudinal loyalty, as well as the moderating effect of age. Data obtained from 1,989 Internet users was analyzed using statistical techniques including bias corrected bootstrap and structural equation modeling with multiple group analysis. The findings confirm that satisfaction mediated the relationship between network quality and customer service, and customer commitment. It is also revealed that the influence of satisfaction and commitment on behavioral and attitudinal loyalty varied across different groups of customers characterized by their age.