Heterogeneity in the quality-satisfaction-loyalty framework

Few studies have attempted to compare the results of quality-satisfaction-loyalty (QSL) models across different groups to account for heterogeneity across Business-to-Business dyads. This study confirms the mediation effects of trust, commitment and information sharing in the QSL causal chain, and compares the confirmed model across selected sources of heterogeneity originating from the variance in actor demographics and market characteristics. Our study employed a focal firm approach to consider a network of buyers in the South African Computer Aided Design (CAD) industry. Data was collected from 497 respondents and the empirical model was tested using variance based Structural Equation Modelling and Finite Mixture modelling. Beyond offering further support for the quality-satisfaction-loyalty causal chain, the study provides evidence of heterogeneity often associated of high context emerging markets.