TEMPTED BY ANOTHER: HOW CUSTOMER-PERCEIVED COMPETITIVE ADVANTAGE INFLUENCES REPURCHASE INTENTIONS IN SERVICE RELATIONSHIPS?

摘要

In light of hypercompetitive markets, customer loyalty remains a strategic priority for firms across service industries (Palmatier et al. 2006). Consequently, service marketers strive for an ever better understanding of the drivers of customers' repurchase intentions. However, surprisingly little research on service relationships has focused on the specific impact competitors have on repurchase intentions. Accordingly, marketing scholars have called for a stronger emphasis on understanding the influence of a firm's competition on loyalty mechanisms (Boulding et al. 2005). Answering this call, this study examines the effects of customer-perceived competitive advantage (CPCA) - a consumer's explicit assessment of the service firm relative to its competitors—on repurchase intentions, above and beyond those of other predictors including satisfaction.