El papel moderador de la cultura en la generacion de statisfacción y lealtad

The present research focuses on the differences that the tourists' belonging to two unlike cultural groups - i.e., low uncertainty avoidance individualists versus high uncertainty avoidance collectivists - imposes on the performance of the model explaining the generation of satisfaction and loyalty by tourists. The hypothetical effect of mediating or moderating variables on the relationship between satisfaction and loyalty is also addressed. Specifically the role of consumers' adjusted expectations as mediating the relationship between satisfaction and loyalty is included in the cognitive-affective explanatory model used in the research. Some results are found that show relevant differences in the behavior of the individuals pertaining to each of the groups considered.