Loyalty management in durable consumer goods: trends in the influence of recommendation intention on repurchase intention by time after purchase

Takumi Kato ()
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Takumi Kato: Honda Motor Co.,Ltd

Journal of Marketing Analytics, 2019, vol. 7, issue 2, No 4, 76-83

Abstract: Abstract Unlike consumer goods, durable consumer goods have a long product life, so it is difficult to survey repurchase intentions. Therefore, recommendation intention tends to be adopted as factors that contribute to repurchase intention. However, it has been insufficient to consider influence of elapsed time since purchasing, which is a problem peculiar to durable consumer goods. In Japan, customers replace their cars about every 10 years on average. In this study, it was clarified that recommendation intention doesn’t have a constant influence on repurchase intention during this period. This result provides suggestions on how to handle recommendation intention in durable consumer goods.

Keywords: Customer relationship management; Loyalty; Preference; Satisfaction; Recommendation intention; Repurchase intention (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (3)

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DOI: 10.1057/s41270-019-00050-x

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