The Effects of Satisfaction and Complaining Behavior on Consumer Repurchase Intentions

Abstract

This research investigates the brand repurchase intentions of carpet consumers who fall into one of six categories depending on their: 1) product satisfaction level, 2) complaining behavior, and 3) satisfaction with complaint response. Analysis of variance and t-test results indicate that complainers do not have higher repurchase intentions than noncomplainers as indicated by some previous research (e.g., TARP 1979). In addition, postcomplaint satisfaction did not significantly affect repurchase intentions among complainers who were originally satisfied with the product. For complainers who were dissatisfied with the product, however, satisfaction with complaint resolution did lead to significantly higher repurchase intentions.