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Toward a theory of repeat purchase drivers for consumer services

  • Original Empirical Research
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Abstract

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 classification scheme that organizes repeat purchase drivers into an integrative and comprehensive framework. They then identify drivers on the basis of 188 face-to-face laddering interviews in two countries (USA and Germany) and assess the drivers’ importance and interrelations through a national probability sample survey of 618 service customers. In addition to presenting an exhaustive and coherent set of hierarchical repeat-purchase drivers, the authors provide theoretical explanations for how and why drivers relate to one another and to repeat purchase behavior. This research also tests the boundary conditions of the proposed framework by accounting for different service types. In addition to its theoretical contribution, the framework provides companies with specific information about how to manage long-term customer relationships successfully.

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Notes

  1. The nine marketing journals (in alphabetical order) are: International Journal of Research in Marketing, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Journal of Retailing, Journal of Service Research, Journal of the Academy of Marketing Science, Marketing Letters, and Marketing Science. The year 1983 provides a natural start date, because the term “relationship marketing” usually is attributed to Berry’s (1983) article. Our search included articles published by October 2005.

  2. The majority of experts assigned 39 of 40 second-order attributes and benefits to the proposed first-order driver, supporting our initial assignment. The only exception was fairness, which they predominantly assigned to the first-order driver of service delivery (instead of service product, as we proposed). We followed the experts’ advice and changed the assignment of fairness to service delivery but retained all other assignments. Given the context-overarching nature of motivational values and the large amount of empirical and theoretical support for the classification used, we did not include values in the expert assignment task.

  3. We find significant differences for the following linkages: relationship characteristics–psychological benefits (stronger for service type I than type III), company characteristics–psychological benefits (stronger for type III than types I and II), service location–functional benefits (stronger for type III than types I and II), and company characteristics–social benefits (stronger for type II than type III).

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Acknowledgement

The authors thank four anonymous JAMS reviewers for their helpful comments and suggestions.

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Authors and Affiliations

  1. Department of Marketing and Media Research, Faculty of Media, Bauhaus-University of Weimar, 99423, Weimar, Germany

    Michael Paul & Thorsten Hennig-Thurau

  2. Department of Marketing, College of Business Administration, Bowling Green State University, Bowling Green, OH, 43403, USA

    Dwayne D. Gremler

  3. Department of Marketing, College of Business Administration, Kansas State University, 201 Calvin Hall, Manhattan, KS, 66506, USA

    Kevin P. Gwinner

  4. Faculty of Management, Cass Business School, City University, 106 Bunhill Row, London, EC1Y 8TZ, UK

    Thorsten Hennig-Thurau & Caroline Wiertz

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  1. Michael Paul
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  2. Thorsten Hennig-Thurau
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  3. Dwayne D. Gremler
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  4. Kevin P. Gwinner
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  5. Caroline Wiertz
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Correspondence to Michael Paul.

Appendix

Appendix

  List of items used to measure second-order drivers
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Paul, M., Hennig-Thurau, T., Gremler, D.D. et al. Toward a theory of repeat purchase drivers for consumer services. J. of the Acad. Mark. Sci. 37, 215–237 (2009). https://doi.org/10.1007/s11747-008-0118-9

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