ISSN 2292-9355 Login Register
Call for Paper - February 2019 Edition
JORM solicits original research papers for the February 2019 Edition of JORM. The date of manuscript submission is Open
Read More


Customer Delight, Repurchase Intentions and the Mediating Effect of Positive Word of Mouth

Yoshimasa Kageyama, Albert A. Barreda

Abstract


dapatkan informasi Berita terkini paling update

The aim of this study is to examine how customer delight, a proven construct superior to the famous customer satisfaction, affects consumers to generate positive word of mouth and to behave positively to repurchase from the brand. The study also tests the mediating effect of positive word of mouth on the delight-repurchase relationship. The theory-driven model includes customer delight, positive word of mouth, and repurchase intentions. The study involves the participation of 302 consumers to examine the proposed hypotheses. Study findings suggest that customer delight is a significant predictor of positive word of mouth and intentions to buy from the brand of preference. The results also support the notion that positive word of mouth mediate the impact of customer delight on repurchase intentions. Additionally, the study shows that once positive word of mouth is introduced in the model for analysis, it helps to increase substantially the variance explained in dependent variable named repurchase intentions. This study advances the service marketing literature explaining the effect of emotion-customer delight, and the mediating role of positive word of mouth. 


Keywords


Customer delight; word of mouth; repurchase intentions, mediating effect, structural equation modeling

Full Text:

PDF
Number of downloads: 86

Full Text: PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

Quick Link

Journal Content

  • Search

Peer Review

JORM introduces peer-review from its first Edition onwards. The researchers submitting their papers for publication should review atleast one technical paper from their domain. The manuscript also undergoes mandatory procedural review with JORM review and scholar panel.