Repurchase Loyalty Research Articles

Utjecaj fleksibilnosti dobavljača, ovisnosti i povjerenja na ponašajnu lojalnost u velikom trgovačkom lancu:

The objective of this study is to examine the impact of supplier flexibility, dependence, trust, on behavioral loyalty in the context of the supplier-retail superstore relationship. Taking supplier trust as a mediator, this research built a structural model. Data were collected from the manufacturers of consumer food products in Bangladesh, and hypotheses were tested using structural equation modeling with AMOS. Out of six hypotheses, three are found to be statistically significant. Particularly, supplier flexibility impacts both supplier trust and retail superstore repurchase loyalty, and supplier dependence has an impact on supplier flexibility. Moreover, supplier flexibility plays a mediating role between supplier dependence and retail superstore repurchase. Supplier flexibility and dependence are important in enhancing retail superstore behavioral loyalty in the developing country context. These constructs are effective when retail superstores show their greater repurchase loyalty, as opposed to showing opportunistic behavior. However, in the presence of supplier flexibility, supplier dependence is effective on retail superstore loyalty when the superstore treats such dependence as a tool to promote integration and induce a high level of performance. This study is limited by the subjective outcomes of the responses and the inconsistency of the association due to the single informant’s reporting. There is a possibility that self-reported data, which generates socially desirable biases, exaggerated the research findings. The present paper advances our understanding of the impact of these important constructs practiced by supplier companies that have an impact on the repurchase loyalty of retail superstores. This endeavor is one of few that considers the developing country context and contributes to research and practice in supplier-retail superstore relational exchange.

Análise de aspectos hedônicos e utilitários como preditores da recomendação e recompra do Natal Luz

O objetivo do presente trabalho foi demonstrar que os aspectos hedônicos e utilitários antecedem a recomendação e recompra (lealdade) e que a frequência de visitas a um evento modifica a percepção do consumidor sobre as motivações hedônicas e utilitárias sendo que quanto maior a frequência de visitas ao evento mais utilitária é a motivação. Para tal intento procedeu-se uma survey, executada entre dezembro de 2011 e janeiro de 2012, medindo a percepção hedônica e utilitária em relação à recomendação e recompra moderada pela frequência de visitas ao evento. Os dados foram tratados com a utilização da técnica de modelagem de equações estruturais (MEE). s resultados demonstraram que quanto mais os consumidores vão ao evento, maior é à força dos motivos utilitários para recomendação e recompra e que aspectos hedônicos e utilitários antecedem a recomendação e recompra. O valor hedônico nos resultados encontrados diminui conforme o consumidor frequenta o evento. Esta evidencia possibilitou a inferência que após a primeira visita ao “Natal Luz” o consumidor desenvolve uma relação de utilidade com o espetáculo, podendo citar “razões” para sua escolha e quanto maior for a recompra maior será a racionalização da escolha pelas novas recompras do evento

Repurchase loyalty for customer social co-creation e-marketplaces

Purpose – Social co-creation refers to the process of using social media as a vehicle to carry out customer co-creation engagements. By allowing many customers to contribute to a specific co-creation initiative, social media makes co-creation platforms more efficient. The purpose of this paper is to examine: first, whether usability and information quality, visual appeal and image, interactivity, and web innovativeness, as perceived web site quality dimensions, were related to value equity; second, whether value equity was related to commitment and repurchase loyalty to social co-creation; and third, the moderating effects of aesthetic appreciation and fashion opinion leadership. Design/methodology/approach – The conceptual foundation was based on the Quality-Value-Satisfaction model. Data were collected from US online apparel shoppers (n=691) using a consumer panel via an online survey. Structural equation modeling was employed to test the proposed model and research hypotheses. Findings – Usability and information quality, visual appeal and image, interactivity, and web innovativeness had indirect influences on commitment and repurchase loyalty, mediated by value equity of social co-creation. Originality/value – This proposed model may provide useful insights for apparel e-retailers to use in order to differentiate their e-strategies and develop successful social co-creation web sites. Furthermore, the proposed strategies will enable apparel e-retailers to fulfill customers’ increasing demand for more interactive and online social shopping experiences that utilize the customer's own creativity.

Consideration set size, variety seeking and the satisfaction-repurchase loyalty relationship at a product category level

Purpose – The purpose of this paper is to explore the combined moderator role of consideration set size (CSS) and variety seeking (VS) on the satisfaction-loyalty relationship, and uses theories and findings mostly from the brand literature to test some hypotheses at a product category level. Design/methodology/approach – The authors use survey data of 487 Vietnamese consumers in a food context. A structural equation modelling (SEM) approach for moderator analysis with latent constructs is used to test the hypotheses. Findings – CSS has a positive effect on CRL, while VS has a negative effect on CRL. CSS is found to have a positive moderator effect on the category satisfaction-category repurchase loyalty relationship. More interestingly, CSS still interacts with VS to positively influence this relationship. Research limitations/implications – The object and setting of this study is limited to one product category in one market. The nature of causality is problematic due to the use of survey design. Practical implications – Those findings imply that a product category extension with alternatives providing complementary benefits will have a higher chance of success with satisfied consumers, especially those with high VS, than with less satisfied consumers. Social implications – The study recommends that people should vary their diet to achieve different kinds of vitamins, minerals and tastes for their health. Similarly, the tourism industry should satisfy tourists ' variety-seeking needs by exploring new categories. Originality/value – This study contributes to the literature by discussing and highlighting positive moderator effects of CSS and VS on the satisfaction-loyalty relationship at a product category level. The findings are contrast with brand literature which confirms negative moderator effects of CSS and VS on this relationship.

Low-Cost Airlines—A New Customer Relationship? An Analysis of Service Quality, Service Satisfaction, and Customer Loyalty in a Low-Cost Setting

Many organizations are now paying close attention in evaluating and implementing marketing strategies with the specific aim of improving customer retention. While extensive literature has focused on the link between service quality, satisfaction, and loyalty, little research has been conducted on examining these three constructs in the context of low cost airlines. Using questionnaire data collected at two European airports, the results suggest that, though both the service quality and customer satisfaction have positive influence on repurchase intentions, customer satisfaction is a much stronger driver in influencing repurchase loyalty than service quality, which implies that these constructs interact in a different manner in a low cost setting.

Understanding the causes of defection among satisfied B2B service customers

Many research studies conclude that satisfaction is strongly and positively related to repurchase intentions and loyalty behaviour. However, companies are often faced with the perplexing question of why some customers, who are satisfied, still switch suppliers given the right circumstances. To answer this question, an exploratory research study was conducted in the facilities-management industry with business-to-business service customers. The study was conducted in two stages: an exploratory stage that focused on the industry as a whole, and a confirmatory stage that focused on lost customers from one specific company. It was found that switching motives and actual reasons for switching are quite different. Customers, despite being satisfied, are more likely to switch suppliers for price reasons than they originally stated.

Ambivalence and involvement in the satisfaction–repurchase loyalty relationship

This study tests the different and combined roles of involvement and ambivalence in the satisfaction–repurchase loyalty relationship. The study analyses survey data from 922 Vietnamese consumers. The study uses structural equation modelling for testing mediator and moderator effects. The results indicate that satisfaction has both positive direct and indirect effects on repurchase loyalty via involvement. Ambivalence has negative direct effects on both satisfaction and involvement, but does not directly influence repurchase loyalty. Empirical evidence also reveals that ambivalence and involvement are both moderators in the satisfaction–repurchase loyalty relationship. However, the moderating mechanisms of the two constructs in this relationship are different. While involvement moderates positively the direct effect of satisfaction on repurchase loyalty, ambivalence moderates negatively the indirect effect of satisfaction on repurchase loyalty via involvement. This result means that the indirect effect of satisfaction on repurchase loyalty through involvement is weaker under high ambivalence than low ambivalence. The results of this study indicate that ambivalence and involvement, as well as the combined role of these constructs, are important to understanding and explaining the relationship between satisfaction and repurchase loyalty.

Food risk and knowledge in the satisfaction‐repurchase loyalty relationship

PurposeThe purpose of this paper is to test the relationships among perceived risk, consumer satisfaction and repurchase loyalty, and to explore the moderating role of knowledge on the relationship between these constructs.Design/methodology/approachThe results are based on a cross‐section sample of 846 households in Vietnam using self‐administrating questionnaires, with fish as a main research object, and analyzed using structural equation modelling.FindingsThe relationship between perceived risk and satisfaction is negative and satisfaction has a significantly positive effect on repurchase loyalty. This study suggests that perceived risk has an indirect effect on repurchase loyalty through satisfaction. Besides direct effects on perceived risk and satisfaction, knowledge proves to moderate negatively both the relationship between perceived risk and satisfaction, and the relationship between satisfaction and repurchase loyalty.Research limitations/implicationsThis study mainly focuses on fish as a common food and considers the role of food risk with an emphasis on perceived health risk and subjective knowledge. Thus, future study should include other dimensions of risk, objective knowledge and other products. Other antecedents toward repurchase loyalty (e.g. price/value) or other moderators (e.g. ambivalence, personal characteristics) should be used in future studies.Practical implicationsManagement attention should focus on reducing risks with which consumers may be faced through producing fresh or safe fish products, and communicating broadly safe signals of their products. Communication strategy should focus much more on improving knowledge and signing food safety for consumers with lower knowledge than the others.Originality/valueThis is believed to be the first study to empirically examine the combined role of perceived risk and knowledge within a satisfaction‐loyalty framework in the Vietnamese market.

Consequences of Value in Retail Markets

We suggest that merchandise value, affect and two types of loyalty are related in the retail domain. Based on ideas from cognitive psychology on the structure of value we suggest that merchandise value is directly related to repurchase loyalty but indirectly related to attitudinal loyalty via the construct of store affect. Additionally, our model proposes that attitudinal loyalty is related to willingness to pay a price premium while repurchase loyalty is not. We also control for the effects of store familiarity and convenience. We test our hypotheses in three studies and find that, in general, our model is well supported at the level of both individual consumers and stores. Additionally, we find that perceived retailer differentiation moderates the effect of merchandise value on store affect.

Risk aversion and brand loyalty: the mediating role of brand trust and brand affect

PurposeThe purpose of this paper is to explore the relationship between the customer's risk aversion and its relationship with brand loyalty and to test empirically whether this relationship is mediated by brand trust and brand affect.Design/methodology/approachA randomly selected sample of Austrian mobile phone users was drawn. Their risk aversion, two forms of loyalty (attitudinal and repurchase loyalty), brand trust and brand affect have been measured with existing and tested scales. The hypothesized model has been tested using PLS (Partial least squares).FindingsCustomer's risk aversion is significantly related to the two forms of loyalty (attitudinal loyalty and brand loyalty). When brand affect and brand trust are introduced into the model, the previously highly significant relationship between domain‐specific risk aversion and attitudinal loyalty becomes insignificant and the risk aversion‐repurchase relationship becomes much weaker, while risk aversion strongly influences brand trust and brand affect.Research limitations/implicationsThe findings are limited to mobile phone users. The generalisation of the results could be extended by broadening the list of products, for example with other durable products and services in which brand affect and brand trust may be even more important in developing brand loyalty.Practical implicationsThis paper explains why certain customers have more trust and experience more affect than others and how this is related to loyalty. Hence, marketers can increase brand loyalty by targeting more risk aversive customers.Originality/valueFrom a theoretical point of view the results of this study illuminate the relationship between enduring individual differences and important brand related constructs. From a practical point of view, they explain why certain customers have more trust and experience more affect than others. It is hypothesized and demonstrated empirically that risk aversion is also related to loyalty via brand trust and brand affect.

Repurchase loyalty: The role of involvement and satisfaction

AbstractMost studies of satisfaction and loyalty focus on the brand level of decision making. Involvement, on the other hand, is mainly defined and measured on the product category level. This study explores this gap by investigating the role of product category involvement and satisfaction in the formation of repurchase loyalty toward a product category. The study proposes alternative models that suggest that involvement may be an antecedent, a motivational mediator as well as a moderator, between satisfaction and repurchase loyalty. Secondly, it discusses the relative importance of satisfaction in forming involvement and loyalty by introducing social norms and perceived control (opportunity) as alternative antecedents. Involvement proved to be a complete mediator between satisfaction and repurchase loyalty, and a partial mediator between social norm/perceived control and loyalty. Involvement as a moderator was not supported. Social norms showed nearly the same ability as individual satisfaction in explaining variance in product category involvement. However, perceived control had a significant direct influence on repurchase loyalty, but the relationship between perceived control and involvement was not significant. Implications of these findings for satisfaction–loyalty development and research are explored. © 2007 Wiley Periodicals, Inc.

Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty

Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty

Comparative Evaluation and the Relationship between Quality, Satisfaction, and Repurchase Loyalty

This study evaluates alternative measurement approaches to examining the relationship between perceived quality performance, customer satisfaction, and repurchase loyalty. The authors define and measure the constructs within a relative attitudinal framework and compare these results to a noncomparative or individual evaluation of products. In addition, loyalty is measured and defined as self-reported repurchase behavior instead of purchase intention. The proposed model, with satisfaction as a mediator between quality and repurchase loyalty, was found to be an acceptable representation of the data across four products and for both comparative and noncomparative evaluations. The use of relative attitudes, however, indicated a much stronger relationship between quality, satisfaction, and loyalty than the attitudes toward a product when they are performed as an individual evaluation. With respect to predictive ability, the study findings suggest that quality, satisfaction, and loyalty should be defined and measured within a relative attitudinal framework.

Comparative Evaluation and the Relationship Between Quality, Satisfaction, and Repurchase Loyalty

Comparative Evaluation and the Relationship Between Quality, Satisfaction, and Repurchase Loyalty

Buyer reactions to product stockouts in business to business markets

This article reports the results of an investigation of the perceived consequences for business to business market buyer firms of being stocked out by their supplier and their repurchase loyalty on the next purchase occasion. The study drew data from both personal interviews and a mail survey of professional buyers. Buyers reported lost sales and production disruptions as resulting from the stockouts. Approximately one-quarter of the buyers sought an alternate supplier or product brand in the face of a stockout but the majority returned on the next purchase occasion. Buyers displayed more loyalty to product brands than to suppliers.