This study proposes a multiple mediation model to analyze the relationship between satisfaction and loyalty. The
study's contribution to the literature is to examine, empirically, the main antecedents and determinants of this
endogenous variable in greater depth. Thus, the research fills a gap in the literature through its analysis of themediating
role of perceived switching costs and the perceived lack of attractiveness of alternative offerings. This
study applies variance-based structural equation modeling via partial least squares to a sample of 785 customers
from74 insurance companies in the service sector. The results showthat perceived switching costs – to a greater
extent – and the perceived lack of attractiveness of alternative offerings – to a lesser extent – are significant mediators
in the relationship between satisfaction and loyalty.