definisi repur & satis.pdf
TRANSCRIPT
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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
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Krause, Nagel, Solchenberger 2
StartseiteRole play: Repurchase Decision
?
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Krause, Nagel, Solchenberger
Connection between Satisfaction and Repurchase Intention ?
Satisfaction Repurchase-intention
Repurchase-behaviourdirect – indirect
linear – non-linearmediators
moderators
?
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Krause, Nagel, Solchenberger
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
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Krause, Nagel, Solchenberger
1. Customer repurchase intention –A general structural equation model
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Krause, Nagel, Solchenberger
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
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Krause, Nagel, Solchenberger
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
Source: Hellier, Geursen, Carr, Rickard, Customer repurchase intention, Australia, 2000
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Krause, Nagel, Solchenberger
Kapitel 3
Customer Satisfaction
RepurchaseIntention
BrandPreference
PerceivedQuality
PerceivedEquity
PerceivedValue
Customer Loyalty
ExpectedSwitching
Costs
Model 1 Taxonomy
Source: Hellier, Geursen, Carr, Rickard, Customer repurchase intention, Australia, 2000
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Krause, Nagel, Solchenberger
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
Source: Hellier, Geursen, Carr, Rickard, Customer repurchase intention, Australia, 2000
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Krause, Nagel, Solchenberger
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
Source: Hellier, Geursen, Carr, Rickard, Customer repurchase intention, Australia, 2000
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Krause, Nagel, Solchenberger
Kapitel 3
Customer Satisfaction
RepurchaseIntention
BrandPreference
PerceivedQuality
PerceivedEquity
PerceivedValue
Customer Loyalty
ExpectedSwitching
Costs
Model 1 Taxonomy
Source: Hellier, Geursen, Carr, Rickard, Customer repurchase intention, Australia, 2000
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Krause, Nagel, Solchenberger
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
+
+
+
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Krause, Nagel, Solchenberger
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
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Krause, Nagel, Solchenberger
2. What Influences the Relationship Between Customer Satisfaction and Repurchase Intention? Investigating the Effects of Adjusted Expectations and Customer Loyalty
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Krause, Nagel, Solchenberger
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
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Disconfirmation Customer Satisfaction
Repurchase Intention
Adjusted Expectations
Chronic Route
Yi and La, 2004
Transient Route
II: General Model
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Krause, Nagel, Solchenberger
Kapitel 3
Disconfirmation Customer Satisfaction
Repurchase Intention
Adjusted Expectations
Chronic Route
Transient Route
Yi and La, 2004
II: Transient Route
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Krause, Nagel, Solchenberger
Kapitel 3
Disconfirmation Customer Satisfaction
Repurchase Intention
Adjusted Expectations
Chronic Route
Yi and La, 2004
Transient Route
II: Chronic Route
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Krause, Nagel, Solchenberger
3. Repurchase Loyalty: The Role of Involvement and Satisfaction
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Krause, Nagel, Solchenberger
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
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Krause, Nagel, Solchenberger
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
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Krause, Nagel, Solchenberger
Four models
Repurchase Loyalty: The Role of Involvement and Satisfaction S. O. Olsen, Psychology & Marketing, Vol.24(4): 315-341
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Krause, Nagel, Solchenberger
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)
Repurchase Loyalty: The Role of Involvement and Satisfaction S. O. Olsen, Psychology & Marketing, Vol.24(4): 315-341
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Krause, Nagel, Solchenberger
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.
Repurchase Loyalty: The Role of Involvement and Satisfaction S. O. Olsen, Psychology & Marketing, Vol.24(4): 315-341
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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
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Krause, Nagel, Solchenberger
Results
Satisfaction
Social Norms
Perceived Control
Involvement RepurchaseLoyalty
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Limitations of this study
- sampling frame- sample size- definitions used- true causality cannot be tested in a cross-
sectional field survey
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4. Summary and Outlook
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Krause, Nagel, Solchenberger
Satifsfaction and Repurchase Intention – how are they connected?
Satisfaction Repurchase-intention
Repurchase-behaviourdirect – indirect
linear – non-linearmediators
moderators
?
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Krause, Nagel, Solchenberger 30
Vielen Dank
Thanks for your attention.
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Krause, Nagel, Solchenberger 31
Vielen Dank
Questions:
Relation in different businesses?
- B2C-Service, Long-Term-Contracts
- New Markets? e.g. Organic Markets
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