The influence of cognitive satisfaction on the relationship between salesperson presentation skills and customer's intention to repurchase

The application of sales presentation skills by the sales force during their interaction with customers in the sales situation can have a significant effect on customer intention to repurchase in the Malaysian Computer retail business. The purpose of this paper is to examine the relations between important sales presentation skills and the relative roles played by cognition in the development of customer satisfaction which will lead to customer’s intention to repurchase in a computer retail setting in Malaysia. This will then lead to increased benefits for the organization in the form of customer loyalty. The cognitive evaluation of customer satisfaction was found to explain customer’s intention to repurchase in a retail setting in the Malaysian market. This finding holds importance to those retailers who have been able to generate high expectations in the eyes of their customers

Influence of the pride of belonging and other variables in the modelling of repurchase behavior. An application for the higher education context

El presente trabajo en curso incluye una revisión de la presencia de la variable repetición de compra y del constructo lealtad dentro de la literatura e investigación académica en el contexto de la educación superior, como industria de servicio. Esta intención de repetición de compra será modelizada a través de diferentes variables, algunas ya consideradas en otros estudios y a las cuales se les suma la posible influencia del sentido de pertenencia, de tanto significado para los estudiantes y exestudiantes. En esta investigación sobre la importancia del comportamiento en la recompra se considerará una nueva variable vinculada a la estimación del tiempo de recompra.The present research includes a literature review of the variable purchase repetition and the construct loyalty within the literature and academic research in the context of higher education as a service industry. This repurchase intention will be modelled through different variables, many of them already considered in other studies to which is added the possible influence of the pride of belonging, of such significance to students and alumni. In this study on the importance of the repurchase behavior, a new variable will be considered: the estimated time of repurchase

Service recovery's impact on customers next-in-line

Purpose - Previous research considers service recovery as a one-on-one interaction between a service provider and a complaining customer. However, customers frequently complain at the place where they receive the service, making an investigation of the impact of a service recovery on observing customers necessary. Using observational learning theory and attribution theory as theoretical anchors, this paper examines whether observing a service recovery influences the observing customers' satisfaction and repurchase intentions. In addition, this paper tests whether service quality perceptions mediate, and customers' locus of control attributions moderate these relationships. Design/methodology/approach - Study 1 tests the main hypothesis using a scenario-based experiment in two settings (restaurant, retail). Study 2 further elaborates on these findings using a scenario-based experiment in a hotel setting. Findings - The findings show that the negative consequences of a failed recovery extend beyond the complaining customers to observing customers, whereas the positive consequences of observing a satisfactory recovery do not influence the observing customer when compared to observing a failure-free service delivery. These relationships are driven by the service quality information customers extract from observing a service recovery. In addition, the results indicate that the negative spill-over effects are attenuated if the observing customer gets information about who caused the failure. Originality/value - From a theoretical point of view, this study contributes by outlining service recovery's different impacts on complaining and observing customers: whereas service recovery forms a critical for complaining customers, it only acts as a dissatisfier for observing customers. In addition, it is the first to test a potential explanation for why observing a service recovery leads to lower customer outcomes, and provides insights about how service providers might attenuate the negative spill-over effects of a failed recovery

Do Negative Consumption Experiences Hurt Manufacturers or Retailers? The Influence of Reasoning Style on Consumer Blame Attributions and Purchase Intention

Negative consumption experiences adversely influence consumer perceptions of manufacturers and retailers. The author theorizes and finds that analytical thinkers are more likely than holistic thinkers to attribute the cause of the negative consumption experience to the manufacturer, resulting in lower repurchase intention of the manufacturer brand. In contrast, holistic thinkers are more likely than analytical thinkers to attribute the cause of the negative consumption experience to the retailer, resulting in lower repurchase intention at the retailer. These findings are important to marketing managers at both ends of the marketing supply chain--manufacturers and retailers--who deal with consumers with diverse cultural backgrounds

El valor percibido en webs de social commerce: Efectos sobre la lealtad del consumidor.

El estudio del comportamiento del consumidor en webs de social commerce está en auge, debido al gran crecimiento del sector en los últimos años. A pesar de ello, su comprensión se encuentra en su infancia, debido a la multitud de factores influyentes. Esta investigación, a través de la metodología del estímulo-organismo-respuesta, estudia qué papel tiene el valor percibido (O) por el consumidor, mediante el análisis de dos de sus principales antecedentes (calidad del sistema y del servicio) (S), así como de sus efectos sobre la lealtad (R). Los resultados obtenidos a partir de la aplicación de la técnica PLS a una muestra de 272 consumidores habituales de estas webs ponen de manifiesto la gran importancia que la calidad de la web tiene en la generación de valor en el consumidor, así como el rol clave de éste sobre las intenciones del consumidor tanto para volver a comprar como para recomendar.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech