The Role of Uncertainty Avoidance and Situational Abnormality in the Satisfaction-Trust-Loyalty Link

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Ojeme M., Kirkbeşoğlu E., Dogan B.

Journal of Relationship Marketing, vol.18, no.4, pp.324-349, 2019 (Scopus) identifier

  • Publication Type: Article / Article
  • Volume: 18 Issue: 4
  • Publication Date: 2019
  • Doi Number: 10.1080/15332667.2019.1648939
  • Journal Name: Journal of Relationship Marketing
  • Journal Indexes: Scopus
  • Page Numbers: pp.324-349
  • Keywords: insurance, loyalty, situational abnormality, trust, Turkey, uncertainty avoidance
  • Anadolu University Affiliated: Yes


© 2019, © 2019 Taylor & Francis Group, LLC.The relational link between satisfaction-trust-loyalty is rather complex and dynamic. This article examines the effect of situational abnormality (SA) and uncertainty avoidance (UA) variables as moderators to trust and loyalty outcomes in the Turkish automobile industry. The research proposes a theoretical model with SA and UA interaction effects on the proposed relational loyalty link. The result reveals that SA mitigated strongly relational outcomes when compared to the rival model, which had stronger and positive customer loyalty intention. The finding suggests that SA led to a negative customer's loyalty disposition towards their insurance service provider in Turkey. The research concludes with the view that relationship condition matters and has the effect of weakening customer loyalty relationships with service providers.