The purpose of this paper is to identify the influence of the company’s reputation and individual consumer involvement in the relationship between satisfaction, loyalty and willingness to pay more for a product.,The method used is quantitative, by means of a survey with real consumers of automotive services of two vehicle dealerships, whose data were analyzed through linear regression analysis and conditional analysis of moderation.,The authors have identified that the relationship between satisfaction and loyalty and between loyalty and willingness to pay more for a product is entirely moderated by the (high) reputation of the brand and the (high) individual involvement of the consumer.,The study contributes to marketing managers as it demonstrates effect of brand reputation and involvement. Therefore, it is understood that these variables need to be considered in satisfaction surveys, as it has been proven that satisfaction alone cannot explain the variables of business performance (loyalty and willingness to pay).,The greatest innovation of this study is the identification of the total moderation between stated satisfaction and loyalty and between satisfaction and willingness to pay more. It has been demonstrated that high levels of brand reputation coupled with high levels of consumer involvement account for the fully dependent variables.

中文翻译：

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满意度和态度反应：参与和声誉的间接影响

本文的目的是确定公司的声誉和个人消费者参与度对满意度、忠诚度和为产品支付更多费用的意愿之间的关系的影响。所使用的方法是定量的，通过对真实消费者的调查。通过线性回归分析和适度条件分析对两家汽车经销商的汽车服务数据进行分析。,作者发现满意度与忠诚度之间以及忠诚度与愿意为产品支付更多费用之间的关系完全受（高）品牌声誉和消费者的（高）个人参与度。该研究有助于营销经理，因为它展示了品牌声誉和参与度的影响。所以，据了解，在满意度调查中需要考虑这些变量，因为已经证明，仅凭满意度并不能解释企业绩效（忠诚度和支付意愿）的变量。,本研究最大的创新是确定了总体表示满意和忠诚之间以及满意和愿意支付更多费用之间的调节。已经证明，高水平的品牌声誉加上高水平的消费者参与是完全因变量的原因。本研究最大的创新是确定了陈述满意度和忠诚度之间以及满意度和支付更多意愿之间的总体适度性。已经证明，高水平的品牌声誉加上高水平的消费者参与是完全因变量的原因。本研究最大的创新是确定了陈述满意度和忠诚度之间以及满意度和支付更多意愿之间的总体适度性。已经证明，高水平的品牌声誉加上高水平的消费者参与是完全因变量的原因。