Antecedents of repurchase intention: Propositions towards using marketing strategy to mitigate the attrition of online students

Services Marketing Quarterly

Volumn 30, Issue 3, 2009, Pages 270-286

  Kenney, Matthew G ^a   Khanfar, Nile M ^b  

^a NOVA SOUTHEASTERN UNIVERSITY   (United States)

^b NOVA SOUTHEASTERN UNIVERSITY   (United States)

Author keywords

Brand loyalty; Customer service; Higher education; Student attrition

Indexed keywords

EID: 70449122826     PISSN: 15332969     EISSN: 15332977     Source Type: Journal    
DOI: 10.1080/15332960902993536     Document Type: Article

References (88)

1. Ahmed, R. & Buttle, F. (2002). Customer retention management: A reflection of theory and practice. Marketing Intelligence and Planning, 2, 149-161.
2. Anderson, E. W. & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12, 125-143.
3. Andreassen, T. W. & Lervik, L. (1999). Perceived relative attractiveness today and tomorrow as predictors of future repurchase intention. Journal of Service Research, 2, 164-172.
4. Ang, L. & Buttle, F. (2006). Customer retention management processes: A qualitative study. European Journal of Marketing, 40, 83-99.
5. Aydin, S. & Ozer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39, 910-925. (Pubitemid 40885592)
6. Bansal, H. S., Irving, P. G., & Taylor, S. F. (2004). A three-component model of customer commitment to service providers. Academy of Marketing Science Journal, 32, 234-250.
7. Bansal, H. S., Taylor, S. F., & St. James, Y. (2005). Migrating to new service providers: Toward a unifying framework of consumers' switching behaviors. Academy of Marketing Science Journal, 33, 96-115.
8. Bearden, W. O., Malhotra, M. K., & Uscategui, K. H. (1998). Customer contact and the evaluation of service experiences: Propositions and implications of the design of services. Psychology & Marketing, 15, 793-810.
9. Bendall-Lyon, D. & Powers, T. L. (2003). The influence of mass communication and time on satisfaction and loyalty. Journal of Services Marketing, 17, 589-608.
10. Bennett, R. & Rundle-Thiele, S. (2004). Customer satisfaction should not be the only goal. Journal of Services Marketing, 18, 514-523.
11. Berry, L. L. & Parasuraman, A. (1991). Marketing Services: Competing through quality. New York: Free Press.
12. Boles, J. S., Barksdale, H. C., & Johnson, J. T. (1997). Business relationships: An examination of the effects of buyer-salesperson relationships on customer retention and willingness to refer and recommend. Journal of Business & Industrial Marketing, 12, 253-266.
13. Burbach, H. J. (1972). The development of a contextual measure of alienation. The Pacific Sociological Review, 15, 225-234.
14. Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching costs: A typology, antecedents, and consequences. Academy of Marketing Science Journal, 31, 109-126.
15. Butcher, K., Sparks, B., & O'Callaghan, F. (2002). Effect of social influence on repurchase intentions. The Journal of Services Marketing, 16, 503-514.
16. Churchill, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16, 64-73.
17. Cooke, D. K. (1994). The factor structure and predictive validity of Burbach's university Alienation scale. Educational and Psychological Measurement, 54, 973-982.
18. Coyles, S. & Gokey, T. C. (2005). Customer retention is not enough. Journal of Consumer Marketing, 22, 101-105.
19. Cronin, J. J., Brady, M. K., & Hult, G. T. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76, 193-218.
20. Cruikshank, J. L. (2006). The Apple way. New York: McGraw-Hill.
21. Dawkins, P. & Reichheld, F. (1990). Customer retention as a competitive weapon. Directors & Boards, 14, 42-47.
22. Devaraj, S., Matta, K. F., & Conlon, E. (2001). Product and service quality: The antecedents of customer loyalty in the automotive industry. Production and Operations Management, 10, 424-439.
23. Diaz, A. & Ruiz, F. (2002). The consumer's reaction to delay in service. International Journal of Service Industry Management, 13(2), 118-140.
24. Distance Education Clearinghouse. (2006). GetEducated.com awards online education scholarship to University of Wisconsin Criminal Justice student [Press release]. Retrieved July 17, 2007, from http://www.uwex.edu/disted/students- grant06.cfm
25. Duffy, D. L. (1998). Customer loyalty strategies. Journal of Consumer Marketing, 15, 435-448.
26. Duffy, D. L. (2005). The evolution of customer loyalty strategy. Journal of Consumer Marketing, 22, 284-286.
27. Fisher, J. L. & Koch, J. V. (2004). The entrepreneurial college president. Westport, CT: Praeger.
28. Garton, P. A. (1995). Store loyal? A view of "differential congruence". International Journal of Retail & Distribution Management, 23 (12), 29-35.
29. Greenyer, A. (2007). The danger of defection. Retrieved July 14, 2007, from http://www.crm2day.com/highlights/50104.php
30. Griffen, J. (1999, February 19). Lost customers can be returned to your fold. Austin Business Journal. Retrieved July 14, 2007, from http://austin.bizjournals.com/ austin/stories/1999/02/22/smallb3.html
31. Grisaffe, D. B. (2001). What your company should manage and measure besides just satisfaction. J. A. Edosomwan (Ed.) In Customer satisfaction management frontiers (p. 42). Fairfax, VA: Quality University Press
32. Guarino, A. J. & Hocevar, D. (2005). Tinto's model and locus of control. College and University, 80 (4), 43-44.
33. Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: An empirical study. International Journal of Service Industry Management, 7 (4), 27-42.
34. Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37, 1762-1769.
35. Heskett, J. L. (2002). Beyond customer loyalty. Managing Service Quality, 12, 355-357.
36. Hill, N., Brierley, J., & MacDougall, R. (1999). How to measure customer satisfaction. Hampshire, UK: Gower.
37. Innis, D. E. & La Londe, B. J. (1994). Customer service: The key to customer satisfaction, customer loyalty, and market share. Journal of Business Logistics, 15, 1-26.
38. Jen, W. & Hu, K. (2003). Application of perceived value model to identify factors affecting passengers' repurchase intention on city bus: A case of the Taipei metropolitan area. Transportation, 30, 307-328.
39. Jiang, P. & Rosenbloom, B. (2005). Customer intention to return online: Price perception, attribute-level performance, and satisfaction unfolding over time. European Journal of Marketing, 39, 150-174.
40. Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of Retailing, 76, 259-274.
41. Jones, T. O. & Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review, 73 (6), 88-99.
42. Kelley, R. (2006, October 27). Average college cost breaks $30, 000. Money Magazine. Retrieved July 14, 2007, from http://money.cnn.com/2006/10/ 24/pf/ college/college-costs/index.htm
43. King, T. & Dennis, C. (2003). Interviews of deshopping behaviour: An analysis of theory of planned behaviour. International Journal of Retail and Distribution Management, 31 (3), 153-163.
44. Lechuga, V. M. (2006). The changing landscape of the academic profession: The culture of faculty at for-profit colleges and universities. New York: Routledge.
45. Lemon, K. N., White, T. B., & Winer, R. S. (2002). Dynamic customer relationship management: Incorporating future considerations into the service retention decision. Journal of Marketing, 66 (1), 1-13.
46. Mai, L. & Ness, M. R. (2006). A structural equation model of customer satisfaction and future purchase of mail-order specialty food. International Journal of Business Science and Applied Management, 1 (1), 1-13.
47. Maxham, J. G. & Netemeyer, R. G. (2002). A longitudinal study of complaining customers' evaluations of multiple service failures and recovery efforts. Journal of Marketing, 66 (4), 57-71.
48. McNeilly, K. M. & Barr, T. F. (2006). I love my accountants - they're wonderful: Understanding customer delight in the professional services arena. Journal of Services Marketing, 20, 152-159.
49. McQuitty, S., Finn, A., & Wiley, J. B. (2000). Systematically varying consumer satisfaction and its implications for product choice. Academy of Marketing Science Review, 10, 1-16.
50. Mittal, V. (2001, April). Driving customer equity: How customer lifetime value is reshaping corporate strategy [Book review]. Journal of Marketing, 65 (2), 107-109.
51. Mittal, V. & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effects of consumer characteristics. Journal of Marketing Research, 38, 131-142.
52. Mittal, M., Kumar, P., & Tsiros, M. (1999, April). Attribute-level performance satisfaction, and behavioral intentions over time: A consumption-system approach. Journal of Marketing, 63 (2), 88-101.
53. New York State United Teachers. (2007, February 16). University of Phoenix under fire for instruction quality. New York Teachers. Retrieved July 16, 2007, from http://www.nysut.org/cps/rde/xchg/nysut/hs.xsl/newyorkteacher- 6570.htm
54. Oliver, R. L. (1980). Cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17, 460-469.
55. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.
56. Olorunniwo, F., Hsu, M. K., & Udo, G. J. (2006). Service quality, customer satisfaction, and behavioral intentions in the service factory. The Journal of Services Marketing, 20 (5), 59-73.
57. Olsen, S. O. (2002). Comparative evaluation and the relationship between quality, satisfaction, repurchase loyalty. Academy of Marketing Science Journal, 30, 240-249.
58. Palmer, A., Beggs, R., & Keown-McMullan, C. (2000). Equity and repurchase intention following service failure. Journal of Services Marketing, 14, 513-528.
59. Parasuraman, A., Zeithaml, A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64, 12-40.
60. Petrick, J. F. (2002). Development of a multi-dimensional scale for measuring the perceived value of a service. Journal of Leisure Research, 34 (2), 119-135.
61. Peyrot, M. & Van Doren, D. (1994). Effects of a class action suit on consumer repurchase intention. Journal of Consumer Affairs, 28, 361-379.
62. Pieters, R., Bottschen, G., & Thelen, E. (1998). Customer desire expectations about service employees: An analysis of hierarchical relations. Psychology & Marketing, 15 (8), 755-773. (Pubitemid 128186146)
63. Piron, F. & Young, M. (2000). Retail borrowing: Insights and implications on returning used merchandise. International Journal of Retail & Distribution Management, 28 (1), 27-36.
64. Rowley, J. (2005). The four Cs of customer loyalty. Marketing Intelligence & Planning, 23, 574-581.
65. Schuetz, P. (2005, Spring). UCLA community college review: Campus environment: A missing link in studies of community college attrition. Community College Review, 32 (4), 60-81.
66. Sharma, R. C. & Mishra, S. (2007). Cases on global e-learning practices: Successes and pitfalls. Hershey, PA: Information Science Publishing. Retrieved July 14, 2007, from http://books.google.com/books?id= sF9Gje3jmRQC&pg=PA352&dq= Sharma+and+Mishra+cases&psp=1&sig= EkwoP8hyEFCpmfpx6H-khGCLxvE #PPR2, M1
67. Sheppard, R. S. (2002). Predictors of student success in distance education courses. Unpublished doctoral dissertation, West Virginia University, Morganstown, West Virginia. Retrieved July 14, 2007, from https:==eidr.wvu.edu= etd/documentdata.eTD?documentid=2665
68. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22, 159-170.
69. Shih, Y. & Fang, K. (2005). Customer defections analysis: An examination of online bookstores. The TQM Magazine, 17, 425-439.
70. Shane, S. (2004). Academic entrepreneurship: University spinoffs and wealth creation. Cheltenham, UK: Edward Elgar.
71. Sivadas, E. & Baker-Prewitt, J. L. (2000). An examination of the relationship between service quality, customer satisfaction, and store loyalty. International Journal of Retail & Distribution Management, 28 (2), 73-82.
72. The Sloan Consortium (2007). Making the grade: Online education in the United States, 2006. Retrieved February 25, 2007, from http://www.sloan-c.org/ publications/survey/survey06.asp
73. Soderlund, M. (2000, May). Customer satisfaction, word-of-mouth intentions, and repurchase intentions: An empirical exploration of the potential for timing-of-measurement effects. Paper presented at 29th EMAC Conference, Rotterdam.
74. Spreng, R. A., Harrell, G., & Mackoy, R. D. (1995). Service recovery: Impact on satisfaction and intentions. The Journal of Services Marketing, 9, 15-23.
75. Strauss, B. (2002). The dimensions of complaint satisfaction: Process and complaint satisfaction versus cold fact and warm complaint satisfaction. Managing Service Quality, 12 (3), 173-183.
76. Swail, W. S., Redd, K. E., & Perna, L. W. (2003). Retaining minority students in higher education: A framework for success. San Fransico, CA: Jossey-Bass Retrieved July 18, 2007, from http://www.educationalpolicy.org/pdf/ Swail-Retention-Book.pdf
77. Swanson, S. R. & Davis, J. C. (2003). The relationship of differential loci with perceived quality and behavioral intentions. The Journal of Services Marketing, 17, 202-219.
78. Taylor, S. A., Celuch, K., & Goodwin, S. (2004). The importance of brand equity to customer loyalty. Journal of Product & Brand Management, 13, 217-227.
79. Terenzio, M. (2002). Professional development across the faculty career: An engine for implementing a new faculty-institutional compact. L. A. McMillan & W. G. Berberet (Ed.) In A new academic compact. Bolton, MA: Anker Publishing; 29-60.
80. Tsai, H. T. & Huang, H. C. (2007). Determinants of e-repurchase intentions: An integrative model of quadruple retention drivers. Information & Management, 44, 231-239.
81. Uncles, M. D., Dowling, G. R., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20, 294-316.
82. Vaill, P. (2000). Beware the idea of the student as a customer: A dissenting view. Retrieved July 18, 2007, from http://www.people.vcu.edu/ ~rsleeth/NotCustomers.html
83. Venetis, K. A. & Ghauri, P. N. (2004). Service quality and customer retention: Building long-term relationships. European Journal of Marketing, 38, 1577-1598.
84. Weinstein, A. (2002, March). Customer-specific strategies-customer retention: A usage segmentation and customer value approach. Journal of Targeting, Measurement and Analysis for Marketing, 10, 259-268.
85. White, L. & Yanamandram, K. (2007). A model of customer retention of dissatisfied business services customers. Managing Service Quality, 17, 298-316.
86. Wong, N. Y. (2004). The role of culture in the perception of service recovery. Journal of Business Research, 57, 957-963.
87. Yu, Y. & Dean, A. (2001). The contribution of emotional satisfaction to consumer loyalty. International Journal of Service Industry Management, 12, 234-250.
88. Zeithaml, V., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60 (2), 31-46.