THE ROLE OF INVOLVEMENT AND SATISFACTION IN LOYALTY FORMATION IN SERVICE

This paper investigates whether different role of involvement on satisfaction and loyalty relationship. This purpose will be achieved with the test of four alternative models: partial mediator, full mediator, direct effect, and moderator. Data was collected from 915 consumers of six types of service in Vietnam, and confirmatory factor analysis (CFA) with Amos 6.0 was carried out to ensure good measurement constructs. Structural equation modeling (SEM) is used to test the mediate and moderate effect of involvement. The results reveal that for hair-cut, restaurant, and dental services, involvement proved to be a partial mediator between satisfaction and loyalty. For retail and cafeteria services, involvement plays as a full mediator. For language-center service, its moderate effect was supported. This finding will be useful contribution for consumer behavior literature, proving a foundation for further academics and practical research in service.