|Title:||Tempted by another : how customer-perceived competitive advantage influences repurchase intentions in service relationships|
|Authors :||Mende, Martin|
|Conference details:||AMA Summer Marketing Educators’ Conference, Chicago, August 2012|
|License (according to publishing contract) :||Licence according to publishing contract|
|Type of review:||Not specified|
|Subjects :||Customer satisfaction; CPCA|
|Subject (DDC) :||658.8: Marketing management|
|Abstract:||Despite intensive research efforts, services marketing scholars do not fully understand the mechanisms that influence customer repurchase intentions. This study expands current knowledge by revealing how a service firm’s customer-perceived competitive advantage (CPCA) influences repurchase intentions. Results from a survey of 2,401 bank customers reveal three crucial insights: First, CPCA influences repurchase intentions even when satisfaction is accounted for. Second, controlling for CPCA renders the main effect of satisfaction on repurchase intentions non-significant. Third, the results reveal a CPCA-by-satisfaction interaction effect such that the influence of CPCA on repurchase intentions increases as satisfaction decreases. Thus, the results show that CPCA plays an important role in shaping repurchase intentions, especially among less satisfied customers. Finally, we compare the results of models that omit CPCA to those that include it. The comparison reveals that service researchers who fail to account for CPCA when studying repurchase intentions risk interpreting main effects in the presence of an interaction, leading to misleading results.|
|Departement:||Life Sciences und Facility Management|
|Organisational Unit:||Institute of Facility Management (IFM)|
|Publication type:||Conference Other|
|Appears in Collections:||Publikationen Life Sciences und Facility Management|
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