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Cited by 2,256Customer Service Quality and LoyaltyConsumer Behavior and Marketing InfluenceCustomer churn and segmentation

Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics

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Mittal, Vikas, Kamakura, Wagner A.·2001·Journal of Marketing Research
DOI 10.1509/jmkr.38.1.131.18832
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Abstract

Despite the claim that satisfaction ratings are linked to repurchase behavior, few attempts can be found that relate satisfaction ratings to actual repurchase behavior. This article fills this void by presenting a conceptual model for relating satisfaction ratings and repurchase behavior. The model is based on the premise that ratings observed in a typical customer satisfaction survey are error-prone measures of the customer's true satisfaction, and they may vary systematically on the basis of consumer characteristics. The authors apply the model to a large-scale study of 100,040 automotive customers. Results show that consumers with different characteristics have different thresholds such that, at the same level of rated satisfaction, repurchase rates are systematically different among different customer groups. The authors also find that the nature and extent of response bias in satisfaction ratings varies by customer characteristics. In one group, the response bias is so high that rated satisfaction is completely uncorrelated to repurchase behavior (r = 0). Furthermore, the authors find that, though nonlinear, the functional form relating rated satisfaction to repurchase intent is different from the one relating it to repurchase behavior. Although the functional form exhibits decreasing returns in the case of repurchase intent, it exhibits monotonically increasing returns in the case of repurchase behavior.

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  • Customer satisfaction influences the factors that signify customer loyalty or the long-term orientation of a relationship.

    “Over the years, several researchers such as Ganesan (1994), Mittal, Ross, and Baldasare (1998), Mittal and Kamakura (2001) and others have exhibited customer satisfaction to be influenc -ing the factors that signify customer loyalty or in other words, the long-term orientation of a relationship.”

    From The Antecedents of Customer Loyalty: An Empirical Investigation in Life Insurance Context (2013) · cites this paper as Mittal and Kamakura (2001)

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Authors
Mittal, V., & Kamakura, W. A.
Affiliations
  • University of Pittsburgh (US)
  • University of Iowa (US)
Corresponding author
  • Mittal, Vikas
  • Kamakura, Wagner A.
ORCID
Kamakura, Wagner A.
Venue
Journal of Marketing Research
Publisher
SAGE Publications
Published
2001-02
Volume
38
Issue
1
Pages
131-142
ISSN
  • 0022-2437 (ISSN-L)
  • 1547-7193
DOI
10.1509/jmkr.38.1.131.18832
OpenAlex
W2046491831
Cited by
2,256
References
2
Citations by year
2026: 28 · 2025: 55 · 2024: 69 · 2023: 100 · 2022: 71 · 2021: 91 · 2020: 120 · 2019: 107 · 2018: 124 · 2017: 115 · 2016: 135 · 2015: 136 · 2014: 150 · 2013: 125 · 2012: 136
FWCI
70.03
Type
journal article
Language
en
Open access
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
  • Journal of Marketing Research (publishedVersion)
  • SSRN Electronic Journal (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
  • Social Sciences › Business, Management and Accounting › Marketing › Customer churn and segmentation
Keywords
customer satisfaction, repurchase behavior, client characteristics, response bias, moderating effect

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