How Length of Patronage Affects the Impact of Customer Satisfaction on Repurchase Intention

Abstract

We studied the degree to which customer satisfaction and length of patronage influence repurchase intent. Based on a survey of customers of a performing arts center, we found that both higher customer satisfaction and longer length of patronage resulted in higher intent to repurchase. Interestingly the effect of customer satisfaction was greater for new customers. This implies that management should work harder to keep its new customers, since their increases in customer satisfaction pay off more in repurchase intent.