Abstract
This study investigated the predicted moderating effect of satisfaction on the association between the attractiveness of the alternative relationship and exit intention in a marketing channel. The study used a variation of the Kenny and Judd structural equation technique proposed by the author. The results suggested that for channel customers with lower satisfaction, alternative attractiveness was positively associated with exit intention. When satisfaction was higher, however, alternative attractiveness had no association with exit intention. The implications of these results are discussed.
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He obtained his Ph.D. at the University of Cincinnati. His research interests include the political economy of marketing channels and nonlinear estimation for latent variables.
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Ping, R.A. Does satisfaction moderate the association between alternative attractiveness and exit intention in a marketing channel?. JAMS 22, 364–371 (1994). https://doi.org/10.1177/0092070394224005
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DOI: https://doi.org/10.1177/0092070394224005