Effects of Psychological Variables on the Relationship between Customer Participation Behavior and Repurchase Intention: Customer Tolerance and Relationship Commitment

Abstract

The inseparability of the production and consumption of services without quality control makes it difficult to fully meet the diverse needs of customers. Despite a company’s continuous efforts to satisfy customers with perceived quality aimed at service success, if the customers’ expectations are not met, the customers will not be satisfied. This study empirically analyzed the effects of customer tolerance and relationship commitment as psychological variables on the relationship between customer participation and repurchase intentions. According to the results of the analysis, relationship benefits, which are a motivation factor for customer participation, had significant effects on customer participation. In addition, customer participation showed significant effects on customer tolerance and relationship commitment. Furthermore, both customer participation and tolerance had significant effects on repurchase intentions; however, relationship commitment was found to have no significant effect on repurchase intentions. The results of this study indicate that customer tolerance formed through customer participation behavior improves customers’ satisfaction with perceived service quality thanks to the shared sense of responsibility that makes customers tolerate a failure of the final service after the service encounter process, thereby increasing repurchase intentions, which prevents the consumptive expenses invested into to recovering services after the company’s service failure. As such, the results of this study provide meaningful implications for sustainable management.

The Influence of Relationship Marketing on Patient Loyalty Mediated by the Value Co-Creation Behavior of Patients at the Dental and Oral Education Hospital in Jakarta

“…Several studies state that relationship commitment is a parameter that is closely related to the formation of customer loyalty. In the study, it was found that customer participation behavior has a positive effect on relationship commitment (Kim & Hyun, 2022).…”

“…It was found that customer participation behavior has a positive effect on linking the two variables. Other studies place customer Kim & Hyun (2022), participation behavior as a variable that moderates brand image and customer engagement. It was found that customer participation has a moderate influence on both variables .…”

Consumer Citizenship Behavior in Online/Offline Shopping Contexts: Differential Impact of Consumer Perceived Value and Perceived Corporate Social Responsibility

“…Kim and Tang (2020) [5] highlight that these positive consumer-to-consumer interactions not only benefit firms but also promote the efficient flow of information. Lastly, tolerance behaviors are characterized by consumers' patience and leniency towards product or service shortcomings [37], often manifesting as forgiveness for corporate errors, opting against complaints, or allowing firms opportunities for correction. We propose theoretical hypotheses from the perspective of contrasting online and offline contexts, focusing on the differential impacts of CPV and CPCSR on the dimensions of CCB, including feedback, sharing, recommendation, and tolerance behaviors.…”