A mediating and multigroup analysis of customer loyalty

The second aim is to analyze the influence of customer psychographic characteristics - tendency toward loyalty (based on customer involvement and propensity toward switching) - on the proposed model in the insurance industry. The results show that (a) PV has a direct influence on affective loyalty and an indirect influence through two mediating variables, while only PSC plays a mediating role in the case of behavioral loyalty; (b) there were significant differences between customers with a high tendency toward loyalty and those with a low tendency toward loyalty, in the relationship between satisfaction and affective loyalty and in the relationship between PSC and both affective and behavioral loyalty; and (c) the proposed model presents greater explanatory power for customers with a higher tendency toward loyalty.