Uso de variables mediadoras y moderadoras en la explicación de la lealtad del consumidor en ambientes de servicios

This article aims to develop a model to explain consumer loyalty in a service sector through the inclusion of mediating and moderating variables in the analysis of consumer behavior. To test the model a study was carried amongmobile and subscription television consumers in Venezuela. An estimation wasmade using covariance structure models. The research generated a model that demonstrates the importance of using mediating variables (perceived value and trust) in predicting customer loyalty in service environments. The moderating effect of loss aversion is mainly reflected in the perceived value and customer trust, thereby affecting the outcome variables, satisfaction and loyalty.