The Effect of Relationship Satisfaction in Customer Loyalty: Case Study of Moroccan Agri-Food Industries
Laila Ouhna, Soumiya Mekkaoui Abstract
Agri-food industries are an important sector in Moroccan economy with 30% of total industrial production in the country. The objective of this paper is to investigate the relationship between agri-food industries and their distributors. It aims to study how relationship satisfaction affects distributor’s loyalty. Data of our empirical research were collected from 85 agri-food firms in Souss Massa Drâa region. Structural equations’ modeling was used to ensure the validity of our study. The results of this study suggest the importance of relationship satisfaction in distributor’s loyalty strategies. In addition; it revealed the existence of mediating effect of distributor’s attitude on relationship satisfaction and behavioral loyalty. Therefore, to maintain distributor’s loyalty, a producer may enhance attitudinal loyalty. In efforts to emphasize distributor’s attitude, agri-food business should focus on building relationship satisfaction.

Full Text: PDF