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This is part of a case series. A company runs a department store specialized in high quality food. The general manager of the store has organized a meeting during which the participants have expressed their views about what drives the loyalty of the customers to the meat department. The general manager has instructed the marketing department of the company to conduct appropriate research to clarify the issues raised during the meeting of the managers. An analyst in the marketing department, you are in charge of conducting this research. You must use the data of a survey conducted by the marketing department on a large set of responders. This case study is about the second part of the process, which concerns the estimation of linear models describing how loyalty depends on other concepts, and testing for mediation or moderation effects that have been suggested buy the managers. The teaching objectives are; (1) to learn how to specify and estimate a linear model explaining a dependent concept by other relevant notions (2) to learn how to test for mediation effects; and (3) to learn how to test for moderation effects. This case study thus allows the students to learn the principles and the practical implementation of several statistical analysis methods: - Ordinary least squares estimation of the coefficients of a linear model - Linear regression - Hypothesis tests - Regression with dummies.