definisi repur & satis.pdf

Krause, Nagel, Solchenberger 1

Startseite

Satisfaction and Repurchase Intention

Seminar Information, Organisation und Management,

Thematic block Organizational Buying Behavior

Michael Krause, Maximilian Nagel, Barbara Solchenberger

29.10.2007


StartseiteRole play: Repurchase Decision

?

2

Krause, Nagel, Solchenberger

Connection between Satisfaction and Repurchase Intention ?

Satisfaction Repurchase-intention

Repurchase-behaviourdirect – indirect

linear – non-linearmediators

moderators

?

3


Agenda

1. Customer repurchase intention – A general structural equation model+ A Two-Dimensional Approach

2. What Influences the Relationship Between Customer Satisfaction and Repurchase Intention? Investigating the Effects of Adjusted Expectations and Customer Loyalty

3. Repurchase Loyalty: The Role of Involvement and Satisfaction

4. Summary and Outlook

4


1. Customer repurchase intention –A general structural equation model

5


Model 1 Initial Consideration

Repurchase Intention:The individual’s judgement about buying again a designated service from the same company, taking into account his or her current situation and likely circumstances.

Satisfaction:The degree of overall pleasure or contentment felt by the customer, resulting from the ability of the service to fulfil the customer’s desires, expectations and needs in relation to the service.

Definition

Source: Hellier, Geursen, Carr, Rickard, Customer repurchase intention, Australia, 2000

6


Satisfaction Brand Preference Repurchase Intention

Satisfaction Attitude Repurchase Intention

Attitude is here a post purchase construct

Brand Preference: separate distinct evaluation of alternatives

Attitude: positive, neutral or negative learned dispostion

Model 1 Initial Consideration

Definition


7


Kapitel 3

Customer Satisfaction

RepurchaseIntention

BrandPreference

PerceivedQuality

PerceivedEquity

PerceivedValue

Customer Loyalty

ExpectedSwitching

Costs

Model 1 Taxonomy


8


Kapitel 3

Expected switching cost:… personal loss or sacrifice in time, effort and money associated with the customer changing to another service provider.

Customer Loyalty:The degree to which the customer has exhibited, over recent years, repeat purchase behaviour of a particular company service and… .Perceived Value:The customer’s overall appraisal of the net worth of the service, based on the customer’s assessment of what is received (benefits provided by the service)… .

Perceived Equity: The customer’s overall assessment of the standard of fairness and justice of the company’s service transaction … .

Perceived Quality:The customer’s overall assessment of the standard of the service delivery process.

Model 1 Item Definitions


9


Kapitel 3

The strength of brand preference has a positive direct effect on repurchase intention.

Expected switching cost has a direct positive effect on brand preference.

Customer loyalty has a direct positive effect on brand preference.

Customer satisfaction has a direct positive effect on brand preference.

Customer satisfaction has a direct positive effect on customer loyalty.

Customer satisfaction has a direct positive effect on customer expected switch. cost.

Customer satisfaction has a direct positive effect on repurchase intention.

Perceived value of service has a direct positive effect on customer satisfaction.

Perceived value of service has a direct positive effect on brand preference.

Model 1 Item Corelations


10


Kapitel 3

Customer Satisfaction

RepurchaseIntention

BrandPreference

PerceivedQuality

PerceivedEquity

PerceivedValue

Customer Loyalty

ExpectedSwitching

Costs

Model 1 Taxonomy


11


Kapitel 3Focus on Customer Loyalty: 2 Dimensional Approach

Causal-model of direct factors of influence on active and passive loyalty

Perceived Switching Costs

Satisfaction

PassivLoyalty

Purchase Uncertainty

AktivLoyalty -

+

Source: Bayon, Wangenheim, Ein zweidimensionales Kundenbindungsmodell mit direkten und moderierenden Variablen, Deutschland, 2005

+

+

+

12


Kapitel 3

Causal-model of moderating factors of influence on the relations between active and passive loyalty.

Perceived Switching Costs

Satisfaction

PassivLoyalty

Purchase Importance

AktivLoyalty

+

Purchase Uncertainty

Duration of C.

Relationship+

+-

+

+

+

Focus on Customer Loyalty: 2 Dimensional Approach

Source: Bayon, Wangenheim, Ein zweidimensionales Kundenbindungsmodell mit direkten und moderierenden Variablen, Deutschland, 2005

13


2. What Influences the Relationship Between Customer Satisfaction and Repurchase Intention? Investigating the Effects of Adjusted Expectations and Customer Loyalty

14


II: Object of investigation itel 3

Loyalty

Behavioral„repeat purchase

frequency“¹

AttitudinalCognitive, affective, conative and action

phases²

Adjusted expectations:

expectations updated after consumption experience³

1: Tellis, 19882: Oliver, 1999

3: Yi and La, 2004

15


Disconfirmation Customer Satisfaction

Repurchase Intention

Adjusted Expectations

Chronic Route

Yi and La, 2004

Transient Route

II: General Model

16


Kapitel 3




Chronic Route

Transient Route

Yi and La, 2004

II: Transient Route

17


Kapitel 3




Chronic Route

Yi and La, 2004

Transient Route

II: Chronic Route

18


3. Repurchase Loyalty: The Role of Involvement and Satisfaction

19


Repurchase Loyalty: The Role of Involvement and Satisfaction

Svein Ottar Olsen, Psychology & Marketing, Vol.24(4): 315-341 (April 2007)

Main purpose: Investigate the role of satisfaction and involvement in the formation of repurchase loyalty at the product category level. Is involvement a motivational mediator or a moderator variable?

Second purpose: Investigation of the relative importance of satisfaction compared with social norms and perceived control in explaining involvement and repurchase loyalty

20


Sample

product category: Seafood1000 parents of Norwegian school pupils (middle and high

school), The person most responsible for buying and preparing home meals was to answer the questions.

52% of the surveys have been returned and 437 could be used in this study.

typical respondent: - female (81%)- married (91%) - two children - 43 years (30-58)

Repurchase Loyalty: The Role of Involvement and Satisfaction S. O. Olsen, Psychology & Marketing, Vol.24(4): 315-341

21


Four models


22


Definitions I

Satisfaction:Individual satisfaction is defined as a consumer’s personal overall

evaluation of satisfaction and pleasure with a given product category – and as a cumulative rather than a transaction-specific construct.

Repurchase Loyalty:This study restricts the definition of loyalty to the core concept of

repeated consumption (action loyalty or repurchase loyalty) overtime by a decision-making unit of a given product category with respect to one or more alternative product categories.

Involvement:Involvement is defined as an unobservable state of motivation, arousal,

or interest toward consumption (activity) of a product category (object)


23


Definitions II

Social Norms:Social Norms are defined as approval of others’ expectations.

Perceived Control:Perceived Control is defined as an integrated measure of internal and

external resources and contextual factors that make it difficult to act upon the motivation to consume and engage in repurchase loyalty toward a product category.

Moderator:A moderator might influence the degree or direction of the relationship

between two variables, but is not responsible for causing the observed relationship.


24


Results

• strong and positive relationship between involvement and repurchase loyalty toward a product category

• confirmation of a positive relationship between satisfaction and loyalty

• involvement is a complete mediator between satisfaction and repurchase loyalty in this study (or an antecedent variable)

• social norms explained almost as much of the variance of involvement as satisfaction

• significant direct relationship between perceived control and repurchase loyalty

• relationship between perceived control and involvement was not significant, but close to being significant


25


Results

Satisfaction

Social Norms

Perceived Control

Involvement RepurchaseLoyalty

26


Limitations of this study

- sampling frame- sample size- definitions used- true causality cannot be tested in a cross-

sectional field survey


27


4. Summary and Outlook

28


Satifsfaction and Repurchase Intention – how are they connected?

Satisfaction Repurchase-intention

Repurchase-behaviourdirect – indirect

linear – non-linearmediators

moderators

?

29


Vielen Dank

Thanks for your attention.

30


Vielen Dank

Questions:

Relation in different businesses?

- B2C-Service, Long-Term-Contracts

- New Markets? e.g. Organic Markets

31

definisi repur & satis.pdf

Documents

Transcript of definisi repur & satis.pdf