Post-purchase Behavioral Intention Research Articles

From a Penny to Self-Disgust: How Cashback Rewards for Favorable Comments and Relationship Norms Affect Consumers’ Post-Purchase Behavioral Intentions

Sellers of platforms offering cashback rewards for favorable comments (hereinafter CRFC) to generate positive online reviews are ubiquitous. This research examines when and how a CRFC influences consumers’ post-purchase behavioral intentions regarding repurchase and recommendation. Anchoring on the relationship norms theory and casting light on consumers’ self-perceptions, the effect of a CRFC on consumers’ post-purchase behavioral intentions is contingent on the relationship norms. The findings of a pilot study and two experimental studies show that after a CRFC offer, communal consumers experienced lower post-purchase behavioral intentions than exchange consumers, and that consumers’ feeling of self-disgust is the mechanism underlying this interactive effect. Specifically, a CRFC is effective for exchange consumers but not for communal consumers because it triggers self-disgust in communal consumers. This paper thus reveals the mediating role of self-disgust in the interactive effect of CRFC and relationship norms on post-purchase behavioral intentions. The implications for sellers, platforms and consumers are discussed.

Servicescapes and social servicescapes: impact on perceived usefulness, choice satisfaction and behavior at fast-food restaurants

PurposeThe existing literature has examined the determinants of post-purchase behavioral intentions. However, less attention has been devoted to the factors that contribute to perceived usefulness of fast-food restaurants attributes. The current study considers the servicescapes and social servicescapes of restaurants as well as their relationship with customers' perceived usefulness, with the moderating role of customer experience. It also explores how perceived usefulness influences choice process satisfaction and subsequent behavioral responses, including revisit intention and negative word-of-mouth.Design/methodology/approachData from 485 fast-food restaurant consumers in Pakistan were collected using purposive sampling. The data were analyzed using both structural equation modeling (SEM) through AMOS 24.0 and the PROCESS macro in IBM SPSS 27.0.FindingsThe research revealed that perceived usefulness in fast-food restaurant industry is positively influenced by servicescapes and social servicescapes. Similarly, choice process satisfaction is primarily caused by perceived usefulness and affects behavioral responses. It also found that choice process satisfaction is positively associated with revisit intentions and negative word-of-mouth. Customer experience significantly moderates the relationship between ambient condition, facility aesthetic, layout, perceived similarity and perceived usefulness. However, customer experience insignificant moderates the relationships of physical appearance and suitable behavior with perceived usefulness.Research limitations/implicationsThe findings provide insightful information for both academic and managerial fields, contributing to the literature on consumer psychology, consumer behavior, servicescapes and the stimulus-organism-response theory. The study also assists restauranteurs in the fast-food restaurant industry in overcoming the challenges posed by a highly competitive environment and developing strategies based on consumer perceptions.Originality/valueThis study, conducted in Pakistan, took a pioneer step in testing and confirming a novel perceived usefulness model that incorporates not only servicescapes but also social servicescapes in consumer behavior. It enhances the knowledge of consumer visit intentions by quantifying the significance of perceived usefulness developed by different servicescapes.

Exploring the Formation of Mobile Travel Website Quality and Predicting its Influence on Travelers’ Behavioral Intentions

ABSTRACT Mobile travel websites have become an alternative due to readiness compared to mobile applications. However, little is known about what constitutes mobile website quality (MWQ) and how it influences consumers’ post-purchase behavioral intentions. By modifying the updated DeLone and McLean Information System Success Model, this study fills this knowledge gap with a formative model. The study also examines how mobile service quality influences travelers’ intentions to reuse and recommend and further compares the differences across online travel agencies and direct suppliers. Using a mixed research method including individual interviews and online survey responses, the results of partial least squares structural equation modeling support that MWQ has three formative constructs, namely, information, system and service qualities. A few uncommon items composing MWQ are discovered. This study contributes to the extant literature by introducing a novel MWQ model, as well as by advocating dissimilar methodologies of MWQ analysis. Practical suggestions are also provided for tourism practitioners to gain sustainable competitiveness.

The role of nostalgia-evoking stimuli at nostalgia-themed restaurants in explaining benefits, consumption value and post-purchase behavioral intention

Abstract This study focuses on nostalgia-evoking stimuli at nostalgic restaurants and their influence on customers’ consequent evaluation and post-purchase behavioral intention. Through in-depth interviews and a survey, the present study identified a factor structure of nostalgia stimuli that includes four dimensions and 18 items. Then, nostalgia stimuli, benefits, consumption value and post-purchase behavioral intention were incorporated into the model. Among the important results, the hypothesized relationships between nostalgia stimuli and epistemic, emotional and nostalgia-seeking benefits were partially supported. The benefits sought from dining in a nostalgic restaurant positively lead to consumption value, which further has a positive effect on post-purchase behavioral intention. These findings have theoretical and practical implications for capitalizing on nostalgia management in the hospitality industry.

ASSESSING THE EFFECT OF AIRLINE SERVICE QUALITY ON IMAGE AND POST PURCHASE BEHAVIORAL INTENTION

The present study aimed to investigate the effect of airline service quality on image and post-purchase behavioral intention among the passengers. The exploratory cum descriptive research design was adopted. The purposive sampling technique was chosen to select valid respondents. Four hundred questionnaires were considered valid, and SPSS 25.0 was used to feed and analyze the data. The data for the study was collected through primary as well as secondary sources. The present study's essential findings are that better service quality affects airline image and post purchase behavioral intention of passengers positively. Moreover, a favorable airline image too affects the behavioral intention of passengers positively. The present research revealed that it is a better service quality and sharp airline image in a highly competitive environment that helps the airlines survive and increase their share in the market. The essential suggestions in terms of service quality dimensions have been put forth by the researcher to airline managers, which can surely improve passengers' memorable experiences.

Affordance-based view of the effects of self-service technology interactions on post-purchase behavioral intention

Purpose- The purpose of this study is to explore the influence of SST interaction experiences on service quality, consumer satisfaction, and the subsequent behavioral intentions of electronic word-of-mouth and repurchase. Methodology- The research design adopts the convenience sampling method to survey consumers of an SST hotel located in central Taiwan, utilizing an on-site questionnaire upon checkout. Findings- Findings indicate that interaction experiences, such as functional affordance and cognitive affordance, have a positive effect on SST's service quality and satisfaction. Customers with an excellent evaluation of SST service quality are more likely to be satisfied with SST and more willing to recommend or choose the same service in the future. Results also suggest that perceived self-control has a moderating effect on the relationship between cognitive affordance and SST service quality and satisfaction with SST. Conclusion- This study develops a new model of the self-service technology (SST) interaction experience. This new model fills a research gap by providing an empirical study of the repeated use and commitment phases of the SST adoption model grounded in innovation diffusion theory.

Matching service failures and recovery options toward satisfaction

ABSTRACTService failures are inevitable in any service delivery process that establishes the need for a good service recovery. This study aims to investigate the relationships among service recovery variables to develop appropriate recovery options considering different levels of failure severity and satisfaction. Using a scenario-based survey approach and structural equation modeling, the results are failure severity negatively relates to satisfaction; recovery justices positively relates to satisfaction regardless of the level of failure severity; complaining behavior strengthens (weakens) the relationship between the failure severity (recovery justices) and satisfaction; and relationship quality is a stronger predictor of post-purchase behavioral intentions than satisfaction. A service recovery matrix is proposed to depict appropriate recovery options for different situations.

The Impact of Bank Responses to Recovery Service Satisfaction

In the context of harsh competition in the retail banking sector in Vietnam, how to retain existing customers through effective responses to service failure has become a critical focus point of bank executives. Satisfactory responses to customer complaints may help to increase repurchases and positive word of mouth about the bank. Understanding the effects of organizational responses to customer complaint helps commercial banks develop more effective service recovery strategies and enhance customer satisfaction. This research explores the impacts of organizational responses to customer complaints in the Saigon Commercial Bank (SCB). The study investigates the impact of apologies, attentiveness, explanation, facilitation, promptness and redress on satisfaction with service recovery. The effect of recovery satisfaction on post purchase behavioral intentions (repurchase intentions and positive word of mouth intentions) is also examined. Structural equation model analysis reveals that organizational responses including apologies, attentiveness, explanation, promptness and redress have a significantly positive relationship of satisfaction with service recovery.

Causal Analysis of Air Passenger Decision-making

The purpose of this study is to reveal the key role of brand equity in the causal modeling of air passenger decision-making by the use of DEMATEL and SEM. Since DEMATEL can provide IRM, NRM, and other reasonable bases for understanding and modifying SEM to avoid over-fitting, the two approaches can be complementary tools for causal analysis. DEMATEL based on survey data collected from experts is adopted to verify the air passenger decision-making model established in previous study to enhance the understanding of the relationships among air passengers’ behavioral intentions and their antecedents, including service quality, satisfaction and brand equity, based on survey data collected from passengers. The opinions of the air passengers and experts are discussed in detail. The empirical results indicate that service quality is the starting point for the post-purchase behavioral intention, and that satisfaction and brand equity are both important mediators to connect service quality and behavioral intention.

The Effect of Health and Wellness Resort Attributes on Customer Satisfaction and Post-Purchase Behavioral Intentions

This paper focused on the effect of health and wellness resort attributes on customer satisfaction and post-purchase behavioral intentions in Thailand. The 39 resort attributes were factor-analyzed and six factors were identified in the study: Staff Service Quality, Room Quality, General Amenities, Value, Security and Health Programs. Multiple regression analysis was applied to investigate what factors have significant influence on customer satisfaction then simple regression was used to examine relationship between customer satisfaction and post-purchase behavioral intentions. The data was collected from resort guests, aged 25 years old or more. Attributes of health programs were found to be the most influential on customer satisfaction and the results suggest that the more satisfaction, the more positive post-purchase behavioral intentions. This finding has implications for resort developers to concern more about their attributes that customers pay attention to for increasing their customers’ satisfaction and positive post-purchase behavioral intensions.

Consumer behavior and perception of marketing strategy for amusement parks: A case study of Taiwan

The practice of the two-day weekend for tourist activities has improved the life quality. The purpose of this study was to investigate how marketing strategies influence the tourists’ consuming behaviors. By convenience sampling, this study investigated the 1170 customers who had experienced in Janfusun Fancy World Group in Central Taiwan. Inferential statistics including descriptive statistics, factor analysis, Pearson correlation coefficient, t-test and one-way analyses of variance (ANOVAs) were used to determine if there were significant differences in marketing strategies and consuming behavioral intentions among customers’ characteristics. The following conclusions were developed: (1) Consumer’s behaviors and perception of marketing strategies have significant correlation: alternative evaluation before consumption has a significant medium positive relationship with the price importance in the marketing mix; (2) about the perception of a marketing mix, the price importance has the highest positive relationship with the place importance; (3) Among demographic variables, gender makes significant impact on consumer’s choice of the security measures, traffic convenience and price levels. (4) Age and living areas appear to have significant differentiation in consumer’s choice of price strategies and marketing activities. Practical suggests are to have market segmentation by variables of gender, ages and geographical areas, and to make post purchase behavioral intention through high service quality. Key words: Marketing strategy, consuming behavior, amusement park.

The relationships of cruise image, perceived value, satisfaction, and post-purchase behavioral intention on Taiwanese tourists

The travel industry has recognized the advantages offered by global cruise tourism, now a famous tourism product in Taiwan. This research looks at the cruise image as a recreational experience and compares the results of 906 questionnaires to investigate perceived value, satisfaction and post-purchase behavioral intention. Analyzing these factors, Structural Equation Modeling (SEM) is used for theory development. This research presents a concept and measurement using information from cruise tourists and proposes methodological and statistical procedures for measuring the relationships in order to help researchers for an overall picture. The results show that cruise image has a positive effect on tourists’ perceived value and satisfaction, and also has an indirect effective on post-purchase behavioral intention. Tourists’ perceived value influences their satisfaction positively. Plus, tourists’ perceived value and satisfaction play a significant role in post-purchase behavioral intention. Empirical findings contribute some important extensions to image relationships in cruise ship. Key words: Cruise image, perceived value, satisfaction, post-purchase behavioral intention.

The Influence of Customer Value on Customer Satisfaction and Post-purchase Behavioral Intention in Hotel Service

The Influence of Customer Value on Customer Satisfaction and Post-purchase Behavioral Intention in Hotel Service

Better him than me: social comparison theory and service recovery

We conduct two studies to examine if, when, and why communication strategies using social comparisons can effectively restore emotional equilibrium after a service failure, and thus aid recovery efforts. In our first study, we find that after a service failure, like compensation, downward social comparisons reduce anger and improve post-purchase behavioral intentions (including exiting, complaining to management, engaging in negative word-of-mouth, and complaining to a third party). However, when two recovery tools, compensation and downward social comparisons are used together they do not have an additive effect. Additionally, we show that anger mediates the social comparison effect. In a second study, we further explore the social comparison effect and the financial compensation effect using complete and incomplete downward social comparisons and multiple levels of financial compensation. Our findings indicate that complete downward social comparisons are particularly effective at improving all four types of post-purchase behavioral intentions when financial compensation is non-existent or relatively low. Finally, we discuss implications for theory and practice.

Developing a deeper understanding of post-purchase perceived risk and behavioral intentions in a service setting

Researchers and service providers have realized that a disproportionate share of a firm’s sales and profits come from a relatively small number of loyal customers that repeatedly purchase the firm’s services. In many service settings, such as health care, repeated interactions between the service provider and the client are necessary for service delivery. While service quality is certainly important, it is also important that customers’ perceptions of perceived risk are taken into account and that customers perceive a degree of control over the services provided. We develop a conceptual model of linkages between the physical environment of the service, perceived control over the service and service quality and, demonstrate through two empirical studies, how these factors affect perceived risk and post-purchase behavioral intentions. Both studies were conducted in health care settings. In the first study, we collected data using a mail survey of 192 patients after their treatment from a regional hospital. In the second study, survey data were collected from 101 patients of a specialized clinic providing alternative therapies within a major hospital. Our results provide confirmation that the favorable physical environment of the service setting enhances perceived control and perceptions of service quality. Moreover, perceived control and perceived quality of the service provider reduces post-purchase perceived risk. Finally, post-purchase perceived risk reduces behavioral intentions, while perceived quality of the service provider enhances behavioral intentions.

A Study of Tourists' Satisfaction and Post-Experience Behavioral Intentions in Relation to Airport Restaurant Services in the Hong Kong SAR

The present study aims to explore the relationships among the perceptions, satisfaction and post-purchase behavioral intentions of 630 customers' dining experiences at Hong Kong's airport restaurants. The results indicated that there were positive relationships between tourists' perceptions and overall satisfaction, likelihood of returning and likelihood of making a recommendation. Three perception factors were identified: “Employee attributes,” “Reliability,” and “Physical features.” “Employee attributes” was found to be the most important factor contributing to tourists' overall satisfaction and their return and recommendation intentions. It is suggested that restaurant managers should pay particular attention to the recruitment, selection, and training of employees so as to satisfy their customers.

The effects of perceived justice on satisfaction and behavioral intentions: the case of computer purchase

Extends existing research on consumers’ satisfaction and postpurchase behavioral intentions by applying the constructs of justice to retail settings. Data were collected through questionnaire surveys of undergraduates enrolled in a university in Singapore. Of the respondents, 94 per cent were Chinese. Results of structural equation modelling analyses suggest that three dimensions of justice – distributive justice, procedural justice, and interactional justice – are positively and significantly related to customers’ satisfaction with retailers. Contrary to expectations, no significant relationship was found between distributive justice and repatronage intentions. In turn, customers with greater retail satisfaction are more likely to repatronize the retailer and less likely to engage in negative word‐of‐mouth behavior. Distributive justice was found to be the most important predictor of retail satisfaction, while procedural justice could best predict repatronage intentions. Implications of the results and directions for future research are discussed.

Customer satisfaction and customer behavior: The differential role of brand and category expectations

Previous research has suggested that consumers use multiple strands to evaluate their satisfaction with a product and to establish postpurchase behavioral intention. However, prior empirical research has focused on which individual standard best predicts satisfaction. In contrast, this article develops and tests a model of consumer satisfaction and postpurchase behavioral intention in which consumers simultaneously use multiple standards—perceptions of performance, brand expectations, and category expectations. The results of an experiment for a simulated service encounter provide support for the proposition that consumers use multiple standards and that these standards have differential effects on such postpurchase outcomes as satisfaction, repurchase intention, and willingness to recommend. Brand expectations are shown to be better predictors of affective outcomes (such as satisfaction), while category expectations are shown to be better predictors of behavioral outcomes (repurchase and recommendation). Consistent with prior research, perceived performance is shown to have a strong effect on both satisfaction and behavioral intention.