Title

Customers' Relationship with the Service Firm and Its Sales Personnel: Does Gender Matter?

Department

Marketing & Professional Sales

Document Type

Article

Publication Date

Summer 2011

Abstract

Because customers' postpurchase evaluations influence future purchasing decisions, service providers and organizations strive to understand the process that leads to repatronage intentions. The current paper examines a postpurchase behavior model containing word of mouth (WOM), perceived value, and repurchase intention (RPI) in a service context. In addition, the role that gender plays in the postpurchase evaluation is addressed. Findings indicate that perceived value and WOM are antecedents of RPI. The moderating effect of gender was found to be significant in relation to WOM and RPI. Compared to males, females tend to engage in more WOM communications that affect their repatronage intentions.