Abstract
Customer satisfaction has been acknowledged to be a critical driver in enhancing repurchase intentions thereby improving company profits. Despite this prevailing view about the positive satisfaction and repurchase link, however, recent scholarly evidence points to mixed results prompting the examination of various contingent factors in the satisfaction–repurchase intentions relationship. We suggest that consideration set size and price consciousness jointly moderate the satisfaction–repurchase intentions relationship such that large consideration set sizes weaken the satisfaction–repurchase intentions relationship under high, but not low, price consciousness. Robust results from two studies, including a laboratory experiment and analysis of a multi-brand, multi-market secondary dataset, provide consistent support for the joint moderating roles of set size and price consciousness.
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