Journal Press India®

Investigating Moderators of Satisfaction- Repurchase Relationship in Retailing Context

Vol 10 , Issue 1 , January - June 2009 | Pages: 15-33 | Research Paper  

https://doi.org/10.51768/dbr.v10i1.101200902

Author Details ( * ) denotes Corresponding author

1. * Parimal H. Vyas, Professor and Head of the Department, Department of Commerce including Business Administration, The M.S. University of Baroda, Vadodara, Gujarat, India (vc@msubaroda.ac.in)
2. Keyur Patel, Faculty Member, Department of Commerce including Business Administration, The M.S. University of Baroda, Vadodara, Gujarat, India
3. Mayank Bhatt, Lecturer, Department of Statistics, Sardar Patel University, Vallabh Vidyanagar, Gujarat, India

Purpose: The present study has been conducted to e to explain about a customer, relational, and marketplace characteristics that moderate the relationship between satisfaction and repurchase behaviour.
Design/Methodology/Approach:  An exploratory study has been carried out to get the clarity on the established objectives based on collection of the primary data mainly from the customers.
Findings:From the study it was found that satisfaction, involvement, post benefit convenience, accessibility convenience, transaction convenience, and time convenience are the most influencing factors for repurchase intentions of retail customer.A significant correlation between repurchase intention and post benefit convenience were found.
Research Limitations: The scope of the study was confined to the selected semi-urban cities known as “Anand” and Vidyanagar located in the central part of the Gujarat State. Its sample includes only shoppers who had visited the chosen store and not those non-customers who have either defected or never visited the store at all. 
Managerial Implications: This research study is an attempt to provide factual justifications that reinforces the importanceof moderating influences and offer new insights that enhance the understanding of what drives repurchase behaviour. 
Originality/Value: This study showcased the original work of the authors in the field of Satisfaction - Repurchase Relationship in Retailing Context

Keywords

Repurchase intention; Post benefits convenience; Customer satisfaction; Organized retail.

  1. Andaleeb, Syed Saad and Basu, Amiya K. (1994), “Technical Complexity and Consumer Knowledge as Moderators of Service Quality Evaluation in the Automobile Service Industry” Journal of Retailing, Vol.70 (winter), pp.367-381.
  2. Anderson and Sullivan, Mary W. (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms” Marketing Science, Vol.12 (spring), pp.125-143.
  3. Anderson, Eugene W., Fornell, Claes and Lehmann, Donald R. (1994), “Customer Satisfaction, Market Share, and Profitability” Journal of Marketing, 58 (July), PP. 53–66.
  4. Beatty and Talpade, Salil (1994), “Adolescent Influence in Family Decision Making: A Replication with Extension” Journal of Consumer Research, Vol.21 (September), pp.332-341.
  5. Beatty and Smith, Scott M. (1987), “External Search Effort: An Investigation Across Several Product Categories” Journal of Consumer Research, Vol.14 (June), pp.183-195.
  6. Beatty, Sharon E., Kahle, Lynn R. and Homer, Pamela M. (1988), “Alternative Hierarchies of the Attitude-Behaviour Relationship: The Impact of Brand Commitment and Habit” Journal of the Academy of Marketing Science, Vol.16 (Summer), pp.1-10.
  7. Bendapudi, Neeli and Berry, Leonard L. (1997), “Customers’ Motivations for Maintaining Relationships with Service Providers” Journal of Retailing, Vol.73 (Spring), pp.15-23.
  8. Berry, Leonard L., Seiders, Kathleen and Grewal, Dhruv (2002), “Understanding Service Convenience” Journal of Marketing, Vol.66 (July), pp.1-17.
  9. Bhattacharya, C.B. (1998), “When Customers Are Members: Customer Retention in Paid Membership Contexts” Journal of the Academy of Marketing Science, Vol.26, No.1, pp.31-44.
  10. Bhattacharya, C.B., Rao, Hayagreeva and Glynn, Mary Ann (1995), “Understanding the Bond of Identification: An Investigation of Its Correlates Among Art Museum Members” Journal of Marketing, Vol.59 (October), pp.46-57.
  11. Bloch, Peter H., Sherrell, Daniel L. and Ridgway, Nancy M. (1986), “Consumer Search: An Extended Framework,” Journal of Consumer Research, Vol.13 (June), pp.119-126.
  12. Bolton, Katherine N. Lemon, and Verhoef, Peter C. (2004), “The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for Future Research” Journal of the Academy of Marketing Science, Vol.32 (summer), pp.271-293.
  13. Bolton, Ruth N. (1998), “A Dynamic Model of the Customer’s Relationship with a Continuous Service Provider: The Role of Satisfaction” Marketing Science, Vol.17, No.1, pp.45-65.
  14. Bolton, Ruth N., Kannan, P.K. and Bramlett, Matthew D. (2000), “Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value” Journal of the Academy of Marketing Science, Vol.28 (January), pp.95-108.
  15. Boulding, William, Kalra, Ajay, Staelin, Richard and Zeithaml, Valarie A. (1993), “A Dynamic Process Model of Service Quality: From Expectations to Behavioural Intentions” Journal of Marketing Research, Vol.30 (February), pp.07-27.
  16. Chandon, Pierre, Morwitz, Vicki G. and Reinartz, Werner J. (2005), “Do Intentions Really Predict Behaviour? Self Generated Validity Effects in Survey Research” Journal of Marketing, Vol.69 (April), pp.1-14.
  17. Darian, J.C., Tucci, L.A. and Wiman, A.R. (2001), “Perceived Salesperson Service Attributes and Retail Patronage Intentions” International Journal of Retail & Distribution Management, Vol.29 Nos.4-5, pp.205-213.
  18. De Wulf, Kristof, Schroder, Gaby Odekerken and Iacobucci, Dawn (2001), “Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration” Journal of Marketing, Vol.65 (October), pp.33-50.
  19. Ganesh, Jaishankar, Arnold, Mark J. and Reynolds, Kristy E. (2000), “Understanding the Customer Base of Service Providers: An Examination of the Differences Between Switchers and Stayers” Journal of Marketing, Vol.64 (July), pp.65- 87.
  20. Garbarino, Ellen and Johnson, Mark S. (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships” Journal of Marketing, Vol.63 (April), pp.70-87.
  21. Hatfield, E., Cacioppo, J.T. and Rapson, R.L. (1994), Emotional Contagion, Cambridge University Press, Cambridge.
  22. Howard, D.J. and Gengler, C. (2001), “Emotional Contagion Effects on Product Altitudes” Journal of Consumer Research, Vol.28, pp.189-201.
  23. Jones, Thomas O. and Sasser Jr., W. Earl (1995), “Why Satisfied Customers Defect,” Harvard Business Review, Vol.73 (November-December), pp.89-99.
  24. Kathleen, Seiders, Voss, Glenn B., Grewal, Dhruv and Godfrey, Andrea L. (2005), “Examining Moderating Influences in a Retailing Context: Do Satisfied Customers Buy More?” Journal of Marketing, Vol.69 (October), pp.26-43.
  25. Keaveney and Parthasarathy, Madhavan (2001), “Customer Switching Behaviour in Online Services: An Exploratory Study of the Role of Selected Attitudinal, Behavioural, and Demographic Factors” Journal of the Academy of Marketing Science, Vol.29 (October), pp.374-390.
  26. Keaveney, Susan M. (1995), “Customer Switching Behaviour in Service Industries: An Exploratory Study” Journal of Marketing, Vol.59 (April), pp.71-82.
  27. Lemon, Katherine N., White, Tiffany Barnett and Winer, Russell S. (2002), “Dynamic Customer Relationship Management: Incorporating Future Considerations into the Service Retention Decision” Journal of Marketing, Vol.66 (January), pp.1-14.
  28. Maheswaran, Durairaj and Levy, Joan Meyers (1990), “The Influence of Message Framing and Issue Involvement,” Journal of Marketing Research, Vol.27 (August), pp.361-367.
  29. Marmorstein, Howard, Dhruv Grewal, and Fishe, Raymond P.H. (1992), “The Value of Time Spent in Price-Comparison Shopping: Survey and Experimental Evidence” Journal of Consumer Research, Vol.19 (June), pp.52-61.
  30. Mittal, Banwari (1995), “A Comparative Analysis of Four Scales of Consumer Involvement” Psychology and Marketing, Vol.12 (November–December), pp.363-380.
  31. Mittal, V. and Kamakura, W. (2001), “Satisfaction, Repurchase Intent, and Repurchase Behaviour: Investigating the Moderating Effect of Customer Characteristics”, Journal of Marketing Research, Vol.38, pp.131-142.
  32. Morwitz, and Schmittlein, David (1992), “Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which ‘Intenders’ Actually Buy?” Journal of Marketing Research, Vol.29 (November), pp.391-405.
  33. Nichols, Sharon Y. and Fox, Karen D. (1983), “Buying Time and Saving Time: Strategies for Managing Household Production” Journal of Consumer Research, Vol.10 (September), pp.197-208.
  34. Parasuraman, A., Zeithaml, Valarie A. and Berry, Leonard L. (1994), “Alternative Scales for Measuring Service Quality” Journal of Retailing, Vol.70 (Fall), pp.201-230.
  35. Pugh, S.D. (2001), “Service with a Smile: Emotional Contagion in the Service Encounter”, Academy of Management Journal, Vol.44, No.5, pp.1018-27.
  36. Reinartz, Werner J. and Kumar, V. (2003), “The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration,” Journal of Marketing, Vol.67 (January), pp.77-99.
  37. Rust, Anthony, Zahorik, J. and Keiningham, Timothy L. (1995), “Return on Quality (ROQ): Making Service Quality Financially Accountable” Journal of Marketing, Vol.59 (April), pp.58-70.
  38. Rust, Roland T., Lemon, Katherine N. and Zeithaml, Valarie A. (2004), Return on Marketing: Using Customer Equity to Focus Marketing Strategy” Journal of Marketing, Vol.68 (January), pp.109-127.
  39. Soberon-Ferrer, Horacio and Dardis, Rachel (1991), “Determinants of Household Expenditures for Services” Journal of Consumer Research, Vol.17 (March), pp.385-397.
  40. Tolman, E.C. (1932), Purposive Behaviour in Animals and Man, Century, New York, NY. Tse.
  41. Verhoef, Peter C. (2003), “Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development” Journal of Marketing, Vol.67 (October), pp.30-45.
  42. Verhoef, Peter C., Franses, Philip H. and Hoekstra, Janny C. (2002), “The Effect of Relational Constructs on Customer Referrals and Number of Services Purchased From a Multiservice Provider: Does Age of Relationship Matter?” Journal of the Academy of Marketing Science, Vol.30, No.3, pp.202-216.
  43. Voss, Glenn B. and Parasuraman, A. and Grewal, Dhruv (1998), “The Role of Price and Quality Perceptions in Prepurchase and Post purchase Evaluation of Services” Journal of Marketing, Vol.62, (October), pp.46-61.
  44. Wakefield, Kirk L. and Julie Baker (1998), “Excitement at the Mall: Determinants and Effects on Shopping Response,”Journal of Retailing, 74 (Fall), pp.515-539.
  45. Westbrook, R.A. and Oliver, R.L. (1991), “The Dimensionality of Consumption Emotion Patterns and Customer Satisfaction” Journal of Consumer Research, Vol.18, pp.84-91.
  46. Wong, A. and Sohal, A. (2003), “A Critical Incident Approach to the Examination of Customer Relationship Management in a Retail Chain: An Exploratory Study” Qualitative Market Research: An International Journal, Vol.6, No.4, pp.248-262.
Abstract Views: 6
PDF Views: 0

Advanced Search

News/Events

Institute of Managem...

Deccan Education Society Institute of Management Development and Re...

S.B. Patil Institute...

Pimpri Chinchwad Education Trust's S.B. Patil Institute of Mana...

D. Y. Patil IMCAM, A...

D. Y. Patil Institute of Master of Computer Applications & Managem...

Vignana Jyothi Insti...

Vignana Jyothi Institute of Management International Conference on ...

Department of Commer...

Department of Commerce, Faculty of Commerce & Business, University...

Birla Institute of M...

Birla Institute of Management Technology (BIMTECH) 3rd Pritam Singh M...

OP Jindal University...

OP Jindal University, India 4th International Conference on  ...

Department of MBA, N...

Department of MBA, Narayana Engineering College Nellore International...

Vignana Jyothi Insti...

Vignana Jyothi Institute of Management Conference Proceedings,...

Online Proceedings R...

Conference Proceedings, March 2023 ISBN: 978-81-956810-6-8 ...

By continuing to use this website, you consent to the use of cookies in accordance with our Cookie Policy.