Do Satisfied Customers Buy More? Examining Moderating Influences in a Retailing Context
研究发现顾客满意度与重复购买行为的关系受便利性、竞争强度、顾客参与度和家庭收入调节，且客观行为与主观意图的结果显著不同。
In this research, the authors propose that the relationship between satisfaction and repurchase behavior is moderated by customer, relational, and marketplace characteristics. They further hypothesize that the moderating effects emerge if repurchase is measured as objective behavior but not if it is measured as repurchase intentions. To test for systematic differences in effects, the authors estimate identical models using both longitudinal repurchase measures and survey measures as the dependent variable. The results suggest that the relationship between customer satisfaction and repurchase behavior is contingent on the moderating effects of convenience, competitive intensity, customer involvement, and household income. As the authors predicted, the results are significantly different for self-reported repurchase intentions and objective repurchase behavior. The conceptual framework and empirical findings reinforce the importance of moderating influences and offer new insights that enhance the understanding of what drives repurchase behavior.