Abstract
As customers' repurchase behavior leads to long-term corporate profitability, managers should know the success factors influencing repurchase intent. Knowledge of gender differences in these success factors would enable managers to separately optimize repurchase intent for men and women. This research thus develops original hypotheses on gender differences in the formation of repurchase intent. Based on hierarchical linear modeling of data from five countries and ten industries, this research finds that public brand image more strongly influences customer satisfaction and repurchase intent for women than for men. Perceived value has a weaker effect on repurchase intent for women than for men. The analyses do not detect any gender difference in the influence of customer satisfaction on repurchase intent. Contrary to conventional wisdom, relational switching costs more strongly influence repurchase intent for men than for women. Further analyses illustrate moderating effects of country differences in gender egalitarianism and of contextual differences between products and services.
| Original language | English |
|---|---|
| Pages (from-to) | 171-185 |
| Number of pages | 15 |
| Journal | Journal of the Academy of Marketing Science |
| Volume | 42 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 2014 Mar 1 |
| Externally published | Yes |
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Keywords
- Customer loyalty
- Gender
- Gender egalitarianism
- Public brand image
- Repurchase intent
- Sex
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics
- Marketing
Cite this
How do the success factors driving repurchase intent differ between male and female customers? / Frank, Bjoern Christian; Enkawa, Takao; Schvaneveldt, Shane J.
In: Journal of the Academy of Marketing Science, Vol. 42, No. 2, 01.03.2014, p. 171-185.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - How do the success factors driving repurchase intent differ between male and female customers?
AU - Frank, Bjoern Christian
AU - Enkawa, Takao
AU - Schvaneveldt, Shane J.
PY - 2014/3/1
Y1 - 2014/3/1
N2 - As customers' repurchase behavior leads to long-term corporate profitability, managers should know the success factors influencing repurchase intent. Knowledge of gender differences in these success factors would enable managers to separately optimize repurchase intent for men and women. This research thus develops original hypotheses on gender differences in the formation of repurchase intent. Based on hierarchical linear modeling of data from five countries and ten industries, this research finds that public brand image more strongly influences customer satisfaction and repurchase intent for women than for men. Perceived value has a weaker effect on repurchase intent for women than for men. The analyses do not detect any gender difference in the influence of customer satisfaction on repurchase intent. Contrary to conventional wisdom, relational switching costs more strongly influence repurchase intent for men than for women. Further analyses illustrate moderating effects of country differences in gender egalitarianism and of contextual differences between products and services.
AB - As customers' repurchase behavior leads to long-term corporate profitability, managers should know the success factors influencing repurchase intent. Knowledge of gender differences in these success factors would enable managers to separately optimize repurchase intent for men and women. This research thus develops original hypotheses on gender differences in the formation of repurchase intent. Based on hierarchical linear modeling of data from five countries and ten industries, this research finds that public brand image more strongly influences customer satisfaction and repurchase intent for women than for men. Perceived value has a weaker effect on repurchase intent for women than for men. The analyses do not detect any gender difference in the influence of customer satisfaction on repurchase intent. Contrary to conventional wisdom, relational switching costs more strongly influence repurchase intent for men than for women. Further analyses illustrate moderating effects of country differences in gender egalitarianism and of contextual differences between products and services.
KW - Customer loyalty
KW - Gender
KW - Gender egalitarianism
KW - Public brand image
KW - Repurchase intent
KW - Sex
UR - http://www.scopus.com/inward/record.url?scp=84893661657&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84893661657&partnerID=8YFLogxK
U2 - 10.1007/s11747-013-0344-7
DO - 10.1007/s11747-013-0344-7
M3 - Article
VL - 42
SP - 171
EP - 185
JO - Journal of the Academy of Marketing Science
JF - Journal of the Academy of Marketing Science
SN - 0092-0703
IS - 2
ER -