Referring to Jones and Suh’s (2000) study, two alter-native models were developed to examine the relationshipbetween transaction-specific satisfaction, integrated satisfaction,and customer loyalty. It is because different transition-specificsatisfactions may play different roles in affecting perceptions of integrated satisfaction and different transition-specific satisfac-tions may directly or indirectly affect customer loyalty towardthe entity. In the alternative model B, transaction-specific satisfac-tion directly influences customer loyalty and integrated satisfactionpartially mediates transaction-specific satisfaction on customerloyalty. In model C, integrated satisfaction mediates and moderatestransaction-specific satisfaction with regard to customer loyalty.Fig. 3 shows the structure of these two alterative models.