Abstract
Using the comprehensive service evaluation model and the three-component model of commitment as backdrop, this study investigates the moderating role of gender on the service value-service retention relationship and examines the impact of the initial purchase experience on the value-retention relationship within the automotive service repair (ASR) industry. Employing a survey of 128 automobile dealer customers, logistic regression analyses show that service value (i.e., convenient hours, quality, friendliness), as well as length of ownership influence service retention. Also, gender moderates the service value dimensions and service retention relationship such that various components of service value (convenient hours, friendliness and quality) were significant predictors of service retention whereas service value (friendliness, quality) were significant predictors of service retention for females. In addition, length of ownership and initial purchase experience are significant predictors of service retention for females, but not for males.
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