Effects of Dissatisfying Experiences on Repatronage Intentions and Negative Word-of-Mouth Behavior of University Students

Abstract

While the effects of dissatisfying retailing shopping experiences on retail consumers' repatronage intentions and negative word-of-mouth behavior have been widely studied, much less research has been devoted to the study of the effects of dissatisfying experiences on university students. This study uses the framework developed by Blodgett, Granbois, and Walters (1993) in a retailing situation to examine repatronage intentions and negative word-of-mouth behavior for university students who have encountered a dissatisfying experience. Results indicate the framework is a useful starting point for the study of dissatisfied university students, but other variables not included in the model also affect behavior and need to be identified.