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Consumer psychology research has established the importance of customer satisfaction as a determinant of customer repurchasing intention. Nonetheless, even satisfied customers switch brands. Also, even dissatisfied customers have repurchasing intentions. This means that customer repurchasing behaviour is extremely difficult to predict, necessitating additional research to identify additional factors that can help organizations better understand the methods to predict customer repurchasing intention. To fill this knowledge gap, this study examined the mediating effects of brand love (BL) and positive word of mouth (PWOM) on psychological contract fulfilment (PCF) and customer repurchasing intentions.

This is a cross-sectional study. The study used structural equation modelling (SEM) to analyse relationships from a sample size of 400 beauty salon customers. Also, a process macro mediation test was used to analyse the mediating effects of BL and PWOM on the relationship between PCF and customer repurchase intentions.

The findings indicate that transactional and relational psychological contracts have a positive and significant relationship with BL and PWOM. As well, BL and PWOM positively and significantly influence customer repurchase intentions. Finally, the findings indicate that BL and PWOM mediate the relationship between psychological contract fulfilment and customer repurchase intentions.

This survey sampled beauty salons solely. Given that each type of organization may have a unique way of fulfilling psychological contracts, future studies may include more categories such as restaurants and craftsmanship to broaden the sample. Additionally, this study utilized female beauty salons. Therefore, future research could include salons that cater to women and men to boost the sample's generalizability. Finally, this study concluded that BL and positive recommendations are the most effective variables for resolving consumer satisfaction challenges. However, additional factors can probably amplify this fact by focusing on additional elements to broaden the arguments.

Past studies have extensively covered customer repurchasing intention in relation to customer satisfaction. However, it was noted that even some satisfied customers could switch to other brands, and those who were dissatisfied could repurchase the brand. Given that little is known about how other factors than customer satisfaction can affect repurchasing intentions, this study examines the mediating effects of BL and PWOM on PCF and customer repurchase intentions.

This study aims to examine the causal factors of customer motivation, trust and loyalty, influencing the level of repurchase intentions of local tourists travelling during pandemic COVID-19 crisis in Thailand.

The population of this study comprised all Thai local tourists travelling in Thailand. Using simple random sampling of local tourists on travel in Thailand, quantitative data were collected from 500 tourists as the sampling, representing Northern Thailand, North-Eastern Thailand, Central Thailand, Southern Thailand and Bangkok. Path analysis, including correlation matrix and factor confirmation, was used to test the causal factors influencing the level of repurchase intentions.

Motivation trust, customer trust, customer loyalty and repurchase intentions of Thai domestic tourism were on a high level. In addition, there were positive influences of customer motivation, trust and loyalty on the level of repurchase intentions by local tourists travelling in Thailand.

The study results demonstrate that the social exchange theory can be used to explain the influences of customer motivation, customer trust and loyalty on repurchase intentions of domestic Thai tourism.

This study investigates how customer experience mediates the relationship between online innovation and repurchase intention in the hotel industry in Ghana.

Data was collected from 167 clients from a two-star hotel in Accra, the capital city of Ghana. Structural equation modelling was used to analyse the relationship between the variables.

Results from the analysis indicate that online innovation positively leads to higher repurchase intentions and better customer experience, affirming that customer experience leads to repurchase intentions. Thus, while online innovation leads to repurchase intentions, the strength of this repurchase intention depends on customer experience. Therefore, customer experience mediates the relationship between online innovation and repurchase intention in the hotel industry.

This study addressed only the customer's point of view; future studies could investigate the subject from the managers and other stakeholders' point of view to get a holistic view. Also, the sample size could be improved, and the study could be conducted in other African countries for comparison purposes.

The study shows that online innovation does not automatically lead to increased positive repurchase intention. Hotel managers must, therefore, enforce good customer experience for better profitability.

As far as the researchers know, limited studies have been conducted into how customer experience mediates online innovation and repurchase intention in the hotel industry in Ghana using structural equation modelling. This makes this research unique in Ghana. This study makes an original contribution by measuring the real effect of innovation on repurchase intentions in the hotel industry in Ghana.

There are many studies supporting that logistics service quality affects on customers satisfaction and these satisfied customers have a strong repurchase intention in consumer products. However, a few studies involving Industrial products examined these relationships. Therefore, the main purposes of this study are (1) to empirically examine logistics service factors influencing on the customers’ satisfaction and repurchase in industrial purchasing, (2) to clarify the differences of service factors between customers satisfaction and repurchase in industrial purchasing process, and (3) to analyze the influence of these factors on the customers’ satisfaction depending on the size of company. As a result of an analysis of survey data, this study found the followings. (1) the factors affect customer satisfaction and the factors affect repurchase intention are different from each other; 5 factors (timeliness, order quality, personnel intimacy, personnel quality, order release quantities) for customer satisfaction and 6 factors (timeliness, order period, personnel quality, order quality, information factor, order release quantities) for repurchase intention. (2) the relationship between order release quality factor and customer satisfaction was differ depending on the company size. The large companies showed a stronger relationship than the smaller company did. (3) the positive linear relationship between customer satisfaction and repurchase intention was identified also in industrial purchasing.

The purpose of this paper is to analyse the effects of brand trust and online brand community (OBC) trust on consumer repurchase intention and the positive electronic word-of-mouth (eWOM) intention of OBC members.

The research model was assessed using data from a sample of 628 OBC users using partial least squares structural equation modelling (PLS-SEM).

The results show that brand trust positively affects repurchase intention and positive eWOM intention, both directly and indirectly through OBC trust. The total effect of brand trust on the results is greater than that of OBC trust.

This research contributes to marketing theory and practice by analysing the combined effect of OBC trust and brand trust on the consumer–brand relationship in the context of OBCs.

El objetivo de esta investigación es analizar los efectos de la confianza en la marca y la confianza en la comunidad online de marca en la intención de los miembros de la comunidad de recomprar dicha marca y de hablar bien electrónicamente (eWOM) sobre la misma.

El modelo de investigación fue evaluado usando datos de una muestra de 628 usuarios de comunidades online de marca, mediante un modelo de ecuaciones estructurales por el método de mínimos cuadrados parciales (PLS-SEM).

Los resultados muestran que la confianza en la marca afecta positivamente a la intención de recompra y al eWOM positivo, directa e indirectamente a través de la confianza en la comunidad. El efecto total de la confianza en la marca es mayor que el de la confianza en la comunidad.

Esta investigación contribuye a la teoría y práctica del marketing al analizar el efecto combinado de la confianza en la marca y en la comunidad online de marca, en las relaciones consumidor-marca.

Consumers' willingness to pay premium (WTPP) for two different types of agricultural brand labels (enterprise and regional), are evaluated through a non-hypothetical Random n-price auction experiment during the online purchase of fresh agricultural products. The purpose of this paper is to evaluate the two WTPP, compare their differences, and explore their sustainability.

Data were collected in July–August 2020 from a sample of 310 consumers in Liaoning Province, China. A nonhypothetical random n-price auction experiment was implemented in a simulated online shopping environment.

The results show that WTPP exists, and WTPP level of regional brand labels is higher than that of enterprise brand labels. Consumers' WTPP is sustainable. Consumers with low WTPP for enterprise brand labels and consumers with high WTPP for regional brand labels have stronger willingness to repurchase.

The results have direct practical implications for developing brand agriculture and encouraging “brand consumption”. The results can provide theoretical reference for policymakers, enlightenment for the development and effective dissemination of agricultural brand labels and important information to e-retailers on how to sale agricultural products with agricultural brand labels.

To the best of the authors' knowledge, no previous study has related WTPP and its sustainability for agricultural brand labels in China. We try to fill a gap in literature on consumers' WTPP for agricultural brand labels. And the authors explore the sustainability of WTPP by analyzing the impact of WTPP on repurchase intention and recommendation intention respectively.

The expansion of lifestyle and luxury markets has necessitated new marketing techniques. Recently, brand addiction has been a new topic in luxury repurchasing. The information reported in the literature regarding the effectiveness of brand addiction is insufficient and controversial. This research aimed to assess the role of brand addiction in Islamic consumers who purchase luxury smartphone brands.

Survey responses were collected from an online sample of 384 luxury consumers in Iran. The methods were evaluated using software (smart PLS 3) to test the hypothesis.

According to the uniqueness theory, the authors completed that brand addiction and consumer relationships are different and relative in each luxury product. The results positively determine that brand addiction has a more significant impact than brand jealousy, brand love and brand experience in repurchasing luxury consumers.

This study helps expand the literature on luxury repurchases and contends that brand addiction creates a new perspective in understanding behavioral addiction.

This paper provides insights for current and future marketers and managers, especially in Iran.

This investigation is the first study on the impact of different dimensions of brand addiction on luxury smartphone repurchase intention. In this regard, the findings of the study are important in the luxury market and extend current knowledge on repurchasing luxury products such as in Iran.

The purpose of this paper is to analyse the impact of consumers’ perceptions of the enjoyment and originality of firm-generated content (FGC) posted on Instagram on affective customer engagement (CE). In addition, an examination is undertaken of affective CE as a driver of customer behaviour.

The paper takes a quantitative approach using a sample of 334 women followers of an eco-friendly restaurant Instagram account. After validation of the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the stimuli-organism-response framework the authors posit that consumers’ perceptions of the enjoyment and originality of Instagram posts generate affective CE, which, in turn, influences customer behaviour.

The results showed that the perceived enjoyment and perceived originality of Instagram posts generated by an eco-friendly restaurant have a positive influence on affective CE, which, in turn, affects consumers’ recommendation behaviours, intention to follow the restaurant’s advice on Instagram and intention to revisit the restaurant.

This research provides novel insights into how the perceived enjoyment and originality of FGC posted on Instagram increases women’s affective engagement and expands knowledge of how affective CE might increase positive electronic word-of-mouth, intention to follow the restaurant’s advice and repurchase intentions.

El objetivo de este trabajo es analizar el impacto de las percepciones de los consumidores sobre el disfrute y la originalidad del contenido generado por la empresa (CGE) publicado en Instagram en el engagement afectivo del cliente. Además, se examina el engagement afectivo del cliente como impulsor de su comportamiento.

El artículo adopta un enfoque cuantitativo utilizando una muestra de 334 mujeres seguidoras de la cuenta de Instagram de un restaurante ecológico. Tras la validación de las escalas de medición, las hipótesis se testaron mediante un modelo de ecuaciones estructurales. Basándonos en el marco S-O-R, se postula que las percepciones de los consumidores sobre el disfrute y la originalidad de las publicaciones de Instagram generan un engagement afectivo del cliente que, a su vez, influye en su comportamiento.

Los resultados mostraron que la percepción de disfrute y la percepción de originalidad de las publicaciones de Instagram generadas por un restaurante ecológico tienen una influencia positiva en el engagement afectivo del cliente, que, a su vez, afecta a los comportamientos de recomendación de los consumidores, la intención de seguir los consejos del restaurante en Instagram y la intención de volver a visitar el restaurante.

Esta investigación proporciona una visión novedosa sobre cómo la percepción del disfrute y la originalidad de los CGE publicados en Instagram aumenta el engagement afectivo de las mujeres, y amplía el conocimiento sobre cómo el engagement afectivo de los clientes podría aumentar la comunicación boca-oído electrónica (eCBO) positiva, la intención de seguir los consejos del restaurante y las intenciones de recompra.

本文旨在分析消费者对Instagram上发布的企业生成内容（FGC）的愉悦度和原创性的感知对情感性顾客契合的影响。此外, 本文还对作为顾客行为驱动因素之一的情感性顾客契合进行了研究。

本文采用定量方法, 以一家生态友好餐厅的Instagram账户的334名女性粉丝为研究样本。在验证了测量量表有效性后, 通过结构方程模型对假设进行了检验。基于S-O-R框架, 我们认为消费者对Instagram帖子的愉悦度和原创性的感知会产生情感性的顾客契合, 进而影响顾客行为。

研究结果显示, 消费者对生态友好餐厅在Instagram上所发帖子的愉悦度和原创性的感知对情感性顾客参与有正向影响, 而情感性顾客契合进而影响消费者在Instagram上的推荐行为、采纳餐厅建议的意愿和重访该餐厅的意愿。

这项研究对Instagram上发布的FGC的愉悦度和原创性消费者感知如何增加女性的情感契合提供了新的见解, 并扩展了关于情感性顾客契合如何增加积极的电子口碑、采纳餐厅建议的意愿和再次购买意愿的知识。

In 2008, a phenomenon emerged in online retail that attracted the attention of many people, creating a new virtual model of commerce. This phenomenon was called online group buying and arrived in Brazil in 2010. The purpose of this study was to identify the factors that affect satisfaction and loyalty to group buying sites.

Through structural equation modeling, the relationships between the attractiveness of discount rates, service quality, popularity, online brand image, antecedent word of mouth (WOM), creativity and trust in relation to consumer general satisfaction, declared loyalty, repurchase intention and positive WOM were observed. A total of 727 valid questionnaires were collected from online group buyers to test the 11 hypotheses proposed in this study.

The main contribution of this study was that it identified the strong influence of service quality, popularity and online brand image on consumer general satisfaction, and the influence of service quality, trust and general satisfaction on repurchase intention. It also identified the influence of trust, creativity and general satisfaction on declared loyalty, and finally, the influence of trust and general satisfaction on positive WOM.

Because of the extensive and robust model, other statistical interactions among the constructs were gauged. It is possible that new structures and paths for alternative models can be proposed in the future with the inclusion of new relationships not analyzed in the present study. Furthermore, future studies should consider testing the generated model in other countries, as the particular features of collective purchasing in Brazil should be taken into account.

In addition to being concerned with the attractiveness of discounts, marketing managers of group buying sites should concentrate their efforts on strengthening perceived quality, image, trust and the creativity of the site to ensure customer loyalty.

The online group buying business model that was established in Brazil differs significantly from the American and European models. As many online group buying studies have been conducted in these markets, Brazilian consumers will enjoy substantial gains in the quality of the service provided by collective purchasing sites through the development of actions that focus on improving the factors that affect these consumers.

The originality of this study lies in the development of a single model that tests a set of factors gauged separately in other studies related to online purchase behavior in a broader perspective.

This study assesses the impact of marital status towards customer-centric measures in a Canadian ski resort using the importance-performance map analysis (IPMA) as the analytical framework. For the purpose of this paper, the three groups that were assessed included singles, partnership without children and partnership with children as marital status indicators. From the theoretical and especially managerial point of view, knowing the importance and the performance of the relevant ski resort-related customer-centric perceptions is of key importance.

A survey was completed to assess customer-centric measures including customer satisfaction, repurchase intent, value for money, willingness to recommend, overall performance in terms of meeting expectations, relationship quality and skiing service quality. An IPMA was conducted with partial least square-structural equation modelling (PLS-SEM) to assess the importance-performance perceptions of the three marital status groups.

The results indicated that for five of the seven customer-centric measures, there were significant differences between the marital status groups. Overall, singles appeared to have the lowest values in customer-centric measures, whereas respondents living in partnership with children had the highest. This was also the case with the value for money perceptions, although the cost for the ski resort visit was likely to be the highest for the respondents living in partnership with children. There were also differences between the marital status groups in terms of the importance-performance evaluations.

Results of this research have implications for ski resort management as the three marital status groups appear to perceive the customer-centric measures quite differently in the IPMA framework.