Effect of social influence on repurchase intentions

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Title Effect of social influence on repurchase intentions
Author Butcher, Kenneth John; Sparks, Beverley; O'Callaghan, Frances Veronica
Journal Name The Journal of Services Marketing
Editor Charles L. Martin
Year Published 2002
Place of publication England
Publisher Emerald
Abstract The social interaction between customers and individual employees can be critical for business success. Similarly, factors such as customer convenience and value for money are important to repeat purchase. Frontline employees often face the dilemma of how much social interaction is appropriate. Data were collected in a cross-sectional survey of 406 customers to determine the relative importance of social influence on repurchase intentions across three services. The findings show that social influence variables can be as important as convenience and value for money factors. Further, the data indicate that the nature of the interaction is the critical factor, rather than the amount of social interaction. For naturopathic clinics, the enthusiasm shown by the health care professional is the key factor, whereas in hairdressing salons, making the customer feel relaxed and comfortable is critical.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.emeraldinsight.com/0887-6045.htm
Alternative URI http://dx.doi.org/10.1108/08876040210443382
Volume 16
Issue Number 6
Page from 503
Page to 514
ISSN 0887-6045
Date Accessioned 2003-02-24
Date Available 2009-09-25T04:40:50Z
Language en_AU
Research Centre Behavioural Basis of Health; Griffith Institute For Tourism; Griffith Health Institute
Subject PRE2009-Marketing and Market Research
URI http://hdl.handle.net/10072/7176
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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