Abstract
There has been a surge of bottled water consumption globally to date. This phenomenon requires investigation on why consumers intend to repeat purchase the product. While past literature has applied Oliver’s expectation disconfirmation theory (EDT) to explain the link between customer satisfactions (CS) and repurchase intention (RI), other studies have reported conflicting findings. Thus, this study argues that risk perception (RP) should be added as a moderating variable between CS-RI which should improve our understanding of the RI behaviour in the context of EDT, bottled water consumption, policy and marketing strategy research. A new framework is proposed to explain the role of RP in EDT, with the aim of stimulating further enquiry.
Highlights
There is a surge of bottled water consumption across the globe to date
Back to the expectation disconfirmation theory (EDT), since the only portion that is susceptible to threat of inconsistency is the customer satisfactions (CS)/repurchase intention (RI) link, the remaining part of this paper focuses on risk perception (RP) and the CS/RI relationships
Though prior research largely point to customer satisfaction as a major antecedent, findings on this relationship remains inconsistent
Summary
China, United States and Mexico were the top three country consumers of BW in a released compounded annual growth rate (CAGR) of bottled water between 2009 and 2014 [1]. The surge in consumption is observable for Thailand, India and Indonesia with 20.2%, 13.2% and 12.5% CAGR of BW respectively. While the global increase of BW consumption may be due to consumers’ perception that BW is safer for drinking than tap water [2], studies have reported violation of BW quality standard and guidelines across the globe[3,4,5,6]. While all variables in Oliver’s EDT are retained as the base of model, risk perception (RP) is proposed to moderate CS-RI relationship. Oliver and Burke had recommended modification of the EDT model which is discussed [13]
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