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The marketing discipline’s knowledge about the drivers of service customers’ repeat purchase behavior is highly fragmented.
This research attempts to overcome that fragmented state of knowledge by making major advances toward a theory of repeat purchase
drivers for consumer services. Drawing on means–end theory, the authors develop a hierarchical c...
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Citations
... As a rule of thumb, the selected linkages should correspond to two-thirds of all the linkages in an implication matrix [31,37]. These results are in close agreement with the rule and closely follow influential studies in the domain [63,72,80,81,86,87]. ...
Augmented reality (AR) merges virtual elements with our physical context. Although there is evidence in marketing that AR may be superior to alternative formats, there is a lack of work explaining from the ground up why this is the case. Consequently, we applied means-end chain theory to identify specific AR-features (e.g., contextualization, interactivity, portability) that drive benefits (e.g., inspiration, better decision-making, time savings, risk reduction). These benefits contribute to consumers' goal achievement (e.g., self-confidence, self-expression, reduced purchase regret). A subsequent study organized these factors into a practical framework (SEAD and SALES). This study contributes to a better understanding of AR.
... Similarly, perceptions also constitute the pre-judgment beliefs about the product based on knowledge and memories (Okamoto & Dan, 2013); the act of rejection towards a product may occur when the consumer's expectations are not met (Deliza & Macfie, 1996), and if, on the contrary, the sensory perception meets the consumer's expectations, the product purchase is likely to be repeated (Paul et al., 2009). Likewise, the color of the packaging also becomes an important component to convey messages to the consumer regarding quality and price (Kuvykaite et al., 2009); for example, some research showed that black color is related to luxury and green color to organic and ecological products (Gómez et al., 2015); that is why, Goldberg et al. (1999) indicate that, if there is greater priority in the complementation of color in the product development, greater will be its ability to attract attention in the consumer. ...
... Pedraza, states that the first effect that packaging generates in consumers is the message of quality before tasting the product (Pedraza, 2021), interpreting this value of quality and acceptability, which are appreciated by the senses, leads to a process of sensory analysis (Rodríguez et al., 2015), this tool is essential to obtain information on the aspects or attributes that determine the quality of a product, without minimizing the perception of quality from the consumer's point of view (Lavelli et al., 2006). Under this context, and following Paul et al., (2009), analyzing sensory emotions is important to position products in the market, furthermore (Spinelli et al., 2014) state that packaging analysis can influence consumers' expectations and emotional responses. The objectives of the study were to (i) describe the main characteristics of packaging, (ii) measure the level of organoleptic quality of the product, (iii) measure the degree of correlation that exists between packaging and organoleptic quality, and (iv) determine the level of incidence of packaging on organoleptic quality. ...
The first impression on consumers is the packaging of the product, through the extrinsic characteristics consumers generate expectations that influence the evaluation of the product and determine the probability of purchase. Therefore, the objective of this study was to determine the incidence of packaging on the organoleptic quality of four brands of chocolates that are produced in the Amazon region, under three phases (i) packaging condition, where the effect of packaging characteristics on the consumer's visual perception without tasting the chocolate was studied, (ii) blind condition without packaging, in which the organoleptic quality of each chocolate was determined using the sensory quality index, (iii) and the reported condition, evaluated the combined effect (first and second phase) determining the level of satisfaction, tastes, and preferences to finally measure the degree of incidence of the packaging design of the chocolates on the organoleptic quality in the four brands using Spearman's Correlation Coefficient. The degree of incidence between the design and the organoleptic quality with the highest significance was in the Palerca chocolate in the factors of; innovation in the shape of the packaging and the aroma of the chocolate (r= 0.6503), warmth in the color concerning the flavor of the chocolate (r= 0.6289), and the quality factor in the function of the color and aroma of the chocolate (r= 0.6163).
... Degree to which an individual feels that it is necessary to stay with another (Gustafsson, Johnson, and Roos 2005;Meyer and Herscovitch 2001) Normative commitment Degree to which an individual feels obligated, called, or compelled to stay with another (Bansal, Irving, and Taylor 2004) Future purchase intentions Forthcoming and impending levels of usage of a product or service (Liu 2007) Repeat purchase behavior Replenishing and repurchasing the same products or services (Paul et al. 2009) mitment is the degree to which an individual feels an attachment to, obligation to, or a necessity to stay with a provider, whereas lock-in is a fixed state in which a customer feels firmly entrenched in the relationship. ...
... The affirmatory factors (similar to relationship benefits in Gwinner, Gremler, and Bitner 1998) include confidence, social bonds, and good service recovery. Paul et al. (2009), in studying repeat purchase drivers, find three general categories: service relationship attributes (e.g., reliability, expertise), relationship-driving benefits (e.g., money savings, affiliation), and motivational values (e.g., tradition, security). ...
... I enjoy our relationship. (Autumn, about her real estate agent) Confidence benefits experienced in the relationship represent feelings of trust and self-assurance in the service provider (Paul et al. 2009). Confidence benefits include perceptions of comfort in knowing what to expect in the service encounter (Hennig-Thurau, Gwinner, and Gremler 2002), which causes the customer to want to stay with the service provider (i.e., to feel no reason to leave and often a sense of lock-in). ...
... The content and structure of human values has been most thoroughly elucidated by Schwartz (1992). Schwartz's theory has been used by marketing scholars in market segmentation (Branguele-Vlagsma et al. 2002), to understand why some consumers are more innovative (Steenkamp et al., 1999) and higher on optimal stimulation level (Steenkamp & Burgess, 2002), to explore the relation between materialism and well-being (Burroughs & Rindfleisch, 2002), to understand the relationship between brands and ideology (Shepherd et al., 2015), for positioning of multi-country brands (Batra et al., 2017), to develop global brand concepts (Torelli et al., 2012) and brand personality (Geuens et al., 2009), and as driver of consumer attitudes toward global and local consumer culture , social desirability bias , salesperson performance (Swenson & Herche, 1994), repeat purchase behavior (Paul et al., 2009), charitable behavior (Winterich & Zhang, 2014), and consumer responses to corporate green and non-green actions (Xie et al., 2015). We will use Schwartz and Boehnke's (2004) adaptation of Schwartz's (1992) theory, which distinguishes between ten motivationally distinct types of values organized in a circular structure: concern for nature, social concern, benevolence, conformity/tradition, security, power, achievement, hedonism, stimulation, and self-direction (Fig. 4). ...
The gold standard for modeling multiple indicator measurement data is confirmatory factor analysis (CFA), which has many statistical advantages over traditional exploratory factor analysis (EFA). In most CFA applications, items are assumed to be pure indicators of the construct they intend to measure. However, despite our best efforts, this is often not the case. Cross-loadings incorrectly set to zero can only be expressed through the correlations between the factors, leading to biased factor correlations and to biased structural (regression) parameter estimates. This article introduces a third approach, which has emerged in the psychometric literature, viz., unrestricted factor analysis (UFA). UFA borrows strengths from both traditional EFA and CFA. In simulation studies, we show that ignoring cross-loadings even as low as .2 can substantially bias factor correlations when CFA is used and that even the commonly used guideline RMSEA ≤ .05 may be too lenient to guard against non-negligible bias in factor correlations in CFA. Next, we present two empirical applications using Schwartz’s value theory, and electronic service quality.
In the first case, UFA leads to much better model fit and more plausible regression estimates. In the second case, the difference is less dramatic but nevertheless, UFA provides richer results. We provide recommendations on when to use UFA vs. CFA.
... The major focus of this model is that it assumes that both parties in a relationship must benefit for it to last long. To the customer, these benefits can be focused on either the core service or on the relationship itself (Paul et al., 2009). Benefits or rewards refer to worthwhile or valuable outcomes to the participant of the relationship. ...
... In the field of restaurant service, customers' tastes and eating trends are always changing [7] making it difficult to identify and measure the influence of factors affecting the maintenance and building of relationships. Long-term relationships with customers in the restaurant industry are extremely important and challenging [8]. Therefore, many studies have focused on studying the factors reflecting the quality of restaurant services such as food quality [9,10], service quality or service attitude of employees [11]. ...
This study was conducted to test the relationship between value equity and repurchase intention of diners at the Manwah restaurant chain. In this study, the authors propose five factors that constitute value equity in the restaurant sector. These are: food quality, service quality, environment, price, and convenience. Data were collected from 400 diners who had used the service at the Manwah restaurant system in Hanoi, and were analyzed by SEM. The results show that value equity positively affects the intention to repurchase. In details, all P-values have values less than 0.05, showing that the factors of food quality, service quality, price, convenience and service environment all have an impact on the value equity factor. Except for the negative price factor’s regression coefficient, all the regression coefficients have positive values, showing that these factors have a positive impact on value equity. The negative regression coefficient of the price factor on value equity shows that the reasonableness of the price (customers rate it as low cost compared to the quality and quantity of what they receive) has a negative effect on value equity.
... In the field of restaurant service, customers' tastes and eating trends are always changing [7] making it difficult to identify and measure the influence of factors affecting the maintenance and building of relationships. Long-term relationships with customers in the restaurant industry are extremely important and challenging [8]. Therefore, many studies have focused on studying the factors reflecting the quality of restaurant services such as food quality [9,10], service quality or service attitude of employees [11]. ...
This study was conducted to test the relationship between value equity and repurchase intention of diners at the Manwah restaurant chain. In this study, the authors propose five factors that constitute value equity in the restaurant sector. These are: food quality, service quality, environment, price, and convenience. Data were collected from 400 diners who had used the service at the Manwah restaurant system in Hanoi, and were analyzed by SEM. The results show that value equity positively affects the intention to repurchase. In details, all P-values have values less than 0.05, showing that the factors of food quality, service quality, price, convenience and service environment all have an impact on the value equity factor. Except for the negative price factor’s regression coefficient, all the regression coefficients have positive values, showing that these factors have a positive impact on value equity. The negative regression coefficient of the price factor on value equity shows that the reasonableness of the price (customers rate it as low cost compared to the quality and quantity of what they receive) has a negative effect on value equity.
... The major focus of this model is that it assumes that both parties in a relationship must benefit for it to last long. To the customer, these benefits can be focused on either the core service or on the relationship itself (Paul et al., 2009). Benefits or rewards refer to worthwhile or valuable outcomes to the participant of the relationship. ...
The seeming eternal pursuit of profit by financial institutions and other enterprises have proved to be short-sighted judging from recent studies. Emphases have shifted to securing the goose that lays the golden-egg (the customer) rather than the egg itself. This study focused on the imperative of deploying evolving customer centric platforms such as CRM to manage customer needs satisfactorily to guarantee continued patronage and profit (performance). CRM is revealed as a competitive strategy hotly becoming popular among Nigerian banks - extant literatures on its dynamics were clinically x-rayed. Models of relationship management such as relational benefit, network and relational quality models were discussed in relation to service offerings. Survey research was used in a cross-sectional study to test the nature of association between CRM predictor variables of interactive marketing, service quality and bonding among leading banks in the South-South geopolitical zone of Nigeria. These variables were tested to ascertain whether they would become significant predictors of performance among the leading banks sampled. Outcome reveals a positive association and a strongly significant influence at 0.05%. This necessitated the rejection of all two hypotheses tested.
... Customer loyalty research classifies communication as a social reward, which the customer receives from the company apart from the core service/product and which make people feeling closer to each other (Paul et al., 2009). This study defines PCOMM as a consumer's perception of the extent to which a service provider (i.e. ...
... service employee) interacts with the customer in a kind and personal way (De Wulf et al., 2001;Metcalf Lynn et al., 1992). PCOMM involves engaging in friendly conversations and exhibiting personal warmth (Crosby et al., 1990) which the customer enjoys (Paul et al., 2009). Social rewards govern customer-company exchanges through "personal connections and informal practices to encourage desirable behavior, as well as build and reinforce mutual relational norms" (Heirati et al., 2019, p. 2). ...
... As defined earlier, PCOMM involves friendly, kind and enjoyable conversations between the customer and the service employee (De Wulf et al., 2001;Metcalf Lynn et al., 1992). As PCOMM is a social reward which the customer receives apart from the core service product (Paul et al., 2009), the service level (e.g. being welcomed and served, questions answered) was held constant. ...
Purpose
Controversy exists about the shape of the relationship between loyalty and profitability. This paper aims to address the possibly nonlinear effects of behavioral loyalty (BLOY) on customer spending (as a proxy for profitability). Building on social exchange theory and the norm of reciprocity, it examines the asymmetries between BLOY and customer spending and the moderating influence of personal communication (PCOMM) as a social reward and dispositional positive reciprocity as process evidence.
Design/methodology/approach
Study 1a ( n = 309) gathered customer data from four restaurants and Study 1b ( n = 252) data from hotel guests after they checked out. Study 2 is an experimental study with two manipulated factors BLOY and PCOMM). In total, 295 participants from a large German online panel completed the study.
Findings
The results indicate an inverted-U shaped relationship between BLOY and customer spending: after reaching a turning point, customers gradually curb spending as their BLOY further increases. High PCOMM acts as a reciprocal response while triggering additional customer spending particularly at higher levels of behavioral loyalty; positive reciprocity adjusts the differences in customer spending when social rewards such as PCOMM are present.
Research limitations/implications
The asymmetric relationship between BLOY and customer spending is tested only for hedonic service settings.
Practical implications
Not all loyal customers spend more – companies need to meet their reciprocal obligations before they can benefit from increased customer spending.
Originality/value
The present research re-considers the nature of the relationship between BLOY and customer spending and reveals an inverted-U shaped relationship, with a turning point beyond which greater customer loyalty decreases customer spending. It finds converging process evidence for the mechanism of reciprocity underlying this relationship. This study also details the financial impact of BLOY on the firm by investigating actual customer spending.
... This approach was adopted by Brady and Cronin (2001) to develop a hierarchical structure that captures the perception of service quality in different service industries. Second, the means-end theory, which explains the relevance of the connection between motivational product attributes and consumer decision-making (Reynolds and Olson, 2001), pinpoints that the customer's knowledge of service quality attributes drives purchasing behavior, supporting the importance of measuring the perception of service quality (Paul et al., 2009). Hence, Rust and Oliver (1994) provide a conceptual framework, as a starting point for our study, and Reynolds and Olson (2001) support the importance of the perception of service quality on consumer behavior. ...
Purpose: The purpose of this study is to empirically develop and validate a practical, consistent and specific scale to assess perceived service quality at the service encounter at quick-service restaurants.
Design/methodology/approach: Development and validation of the scale involved a 5-stage process. Data were collected from 430 customers of a quick-service restaurant belonging to an international brand located in Barcelona. Surveys were applied immediately after the service encounter, using the face-to-face method. The scale development procedure involved exploratory and confirmatory factor analyses.
Findings: The results suggest a specific and parsimonious measurement scale, whose structure comprises 14 items in 4 dimensions. In contrast to previous studies, this study identified the appropriateness of splitting the interaction quality dimension into two single dimensions, one focusing on the interaction time and other on staff-customer interaction. Furthermore, these indicate that a speedy service, pleasant treatment and food quality are the most valued attributes in QSR.
Practical implications: This scale is a useful instrument to administer and assure service quality standards within quick-service restaurant management systems. Its practical approach and short survey length ease data collection, considering that customers spend short amounts of time in this type of restaurant. Furthermore, it could also be used by franchisors and restaurant operators as a tool to monitor continuing compliance with service quality standards.
Originality/value: The resulting scale introduces a novel 4-factor structure with high goodness-of-fit to effectively measure customers’ perceived service quality in quick-service restaurants, where the ease of use and speed of gathering client responses is a key factor for successful implementation.
Keywords: Quick-service restaurants, service quality, scale development, Fast food, franchising.
