The Role of Consumer Satisfaction and Patriotism as Mediating and Moderating Variables in the Relationship between Loyalty to Yemeni Fruits and its Antecedents: A Field Study of a Sample of Yemeni Consumers

This study aims to examine the effect of consumer satisfaction (as a mediator variable) on the relationship between loyalty to Yemeni fruits and its antecedents represented by awareness, mental image, perceived quality, and trust. Besides, it examines the effect of Yemeni consumer patriotism (as a moderator variable) on the relationship between consumer satisfaction and loyalty to Yemeni fruits. To achieve this, the descriptive analytical method was followed and a questionnaire was used to collect data from a simple random sample of 304 consumers in Sana'a and Thamar. The data were analyzed using the Partial Least Squares (PLS) program. The study revealed that satisfaction fully mediates the relationship between the mental image and perceived quality and loyalty to Yemeni fruits; that is, the mental image and perceived quality indirectly affect loyalty to Yemeni fruits through the satisfaction of Yemeni consumers. In addition, that satisfaction partially mediates the relationship between awareness and trust and loyalty to Yemeni fruits; this means that awareness and trust directly and indirectly affect loyalty to Yemeni fruits through satisfaction. While Yemeni consumers have high patriotism, their satisfaction does not affect loyalty to Yemeni fruits any more compared to consumers with low patriotism. The study recommends developing and enhancing loyalty to national products in general and Yemeni fruits in particular among Yemeni and non-Yemeni consumers, within the limits of the Yemeni market environment or Arab and foreign markets.