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Over the last few years, companies paid more attention to managing custo mer relationships both effectively and efficiently. Among others, this led to an increased use of so-called self-service technologies (SSTs). For example, financial services are provided at lower costs and in an effective way through ATMs, airlines encourage their customers to use check-in machines, and on line retailers offer advice through low-cost media only. Such SSTs require hardly any personnel, and the customer him/herself so to say designs and provides the service. This development is reinforced by new telecommunica tion media and information technologies as well as by the increased diffusion of the Internet. Given that services play an important role in retaining custo mers, both academics and practitioners are interested in the question of how an increased use of SSTs affects repeat purchase behavior and the attitude of customers. From an theoretical point of view, only a few publications focused on the effects of customer satisfaction, SST quality, trust, self-stated behavi or, evaluation of a company's complaint management, customer knowledge about a firm's products and past purchasing behavior on repeat purchase in tentions and repatronage. This literature gap is prevalent both conceptually and empirically. Roberta Nacif, who submitted this book as her dissertation at WHU (Otto Beisheim Graduate School of Management), filled some of this gap with her work.
List of contents
1 Introduction.- 1.1 Problem description.- 1.2 Research Aim.- 1.3 Structure of the Thesis.- 2 Conceptual Foundations.- 2.1 Service Encounters.- 2.2 Self-service Technology Research.- 2.3 The Internet as a Self-service Technology.- 3 Concept and Importance of Repatronage Decisions.- 4 Conceptual Development of a Repatronage Decision Framework.- 4.1 Relational Market Behavior: Analysis of the Customer Perspective.- 4.2 Relevant Theoretical Concepts.- 4.3 Repatronage Decision Modelling: Analysis of Antecedents.- 4.4 Summary of Hypotheses.- 5 Repatronage Decisions as an Empirical Problem.- 5.1 The Study Design.- 5.2 Operationalization and Measurement of Constructs.- 5.3 Model Estimation and Results.- 5.4 Discussion of Empirical Findings.- 6 Conclusion.- 6.1 Summary of Findings.- 6.2 Managerial Implications.- 6.3 Limitations and Future Research Directions.- A Internet Statistics.- B Questionnaire.- C Comparison Between Groups.- References.
About the author
Dr. Roberta C. Nacif promovierte bei Prof. Dr. Manfred Krafft am Lehrstuhl für Marketing der Wissenschaftlichen Hochschule für Unternehmensführung (WHU) in Vallendar. Sie ist als Strategy Consultant mit dem Schwerpunkt Einsatz quantitativer Methoden im Marketing tätig.
Summary
Over the last few years, companies paid more attention to managing custo mer relationships both effectively and efficiently. Among others, this led to an increased use of so-called self-service technologies (SSTs). For example, financial services are provided at lower costs and in an effective way through ATMs, airlines encourage their customers to use check-in machines, and on line retailers offer advice through low-cost media only. Such SSTs require hardly any personnel, and the customer him/herself so to say designs and provides the service. This development is reinforced by new telecommunica tion media and information technologies as well as by the increased diffusion of the Internet. Given that services play an important role in retaining custo mers, both academics and practitioners are interested in the question of how an increased use of SSTs affects repeat purchase behavior and the attitude of customers. From an theoretical point of view, only a few publications focused on the effects of customer satisfaction, SST quality, trust, self-stated behavi or, evaluation of a company's complaint management, customer knowledge about a firm's products and past purchasing behavior on repeat purchase in tentions and repatronage. This literature gap is prevalent both conceptually and empirically. Roberta Nacif, who submitted this book as her dissertation at WHU (Otto Beisheim Graduate School of Management), filled some of this gap with her work.
