Investigating the Moderator Effects of Perceived Risk in Customer Satisfaction - Customer Loyalty Relationship: A Moderated Mediation Approach

Consumers review each destination based on their previous experience. The role of customer satisfaction and loyalty is vital to discover. The study focused on destination marketing. Chennai, a metropolitan city with corporate-level hospitals, was covered for data collection by adopting a survey-based method covering participants (n 1050) were patients and attendees. Destination image and service quality are the independent variables; customer satisfaction is the moderator, and customer loyalty is the dependent variable. The researcher examined the moderating role of perceived risk; thus, the present study is based on a moderation and mediation approach. The study found that destination image and service quality directly impact customer satisfaction and loyalty. And perceived risk moderated the significant relationship between customer satisfaction and loyalty.