Satisfaction and repurchase behavior in a business-to-business setting: Investigating the moderating effect of manufacturer, company and demographic characteristics

Abstract

Even though the notion that high customer satisfaction leads to high repurchase rates is one of the fundamental assumptions of relationship marketing, empirical evidence concerning the satisfaction–retention link is mixed. Studies who investigated the satisfaction–retention link have shown that the relationship is weak and that customers repeatedly defect even though they state to be highly satisfied. Recent research has successfully been able to identify variables that moderate the link between satisfaction and repurchase behavior and can partially explain the weak overall relationship. However, almost all of previous research has been conducted in single brand, business-to-consumer contexts. In contrast to these studies, we investigate the differential effect of the manufacturer on the satisfaction–retention link in a business-to-business setting. Results show, that the satisfaction–retention link is moderated by demographic characteristics of a decider in a buying center, characteristics of the purchasing company and the manufacturer. Moreover several effects of demographic and company characteristics are specific to the manufacturer. Implications of the results for relationship management and customer lifetime value are discussed.