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Satisfaction, Repurchase Intent, an
Satisfaction, Repurchase Intent, and Repurchase Behavior
Customers who have owned a vehicle manufactured by this company are mauled a survey during the 33rd month of own- ership. Among other variables, the survey measures (1) overail s^sfaction with Uie vehicle manufacturer, (2) rejMjr- ch^e intentions, and (3) scmie demographic informittion. The survey is designed to measure satisfaction well into the ownership cycle, thus providing managers with the opportu- nity to identify and maintain a dialogue with customers who are likely to be in the market for a new vehicle soon. Satisfaction was measured on a five-point scale (5 = "very satisfied," 4 = "somewhat satisfied," 3 = "neither satisfiai nw dissatisfied," 2 = "somewhat dissatisfied," and 1 = "very dis- satisfied") to answer the question, "Based on your ownership experience, how would you rate your satisfaction with this vehicle's manufacturer?" Repurchase intent was measured on a five-point scale (5 = "very likely," 4 = "somewhat likely," 3 = "neither likely nor unlikely," 2 = "somewhat unlikely," and 1 = "very unlikely") to answer the question, "Based on your own- ership experience, how likely are you to purchase a vehicle made by Company X at your next purchase occasion?" We measured repurchase behavior by obtaining the brand of the new vehicle the consumers bought. Note that all respondents included in the survey had owned their car for 33 months, so the ownership period before they filled out the satisfaction survey is constant for al! respondents. After respondents filled out the survey, the company obtained behavioral data from a syndicated data source, in this case R.L. Polk and Associates. Furthermore, all respondents in the survey initially owned the same brand. That is, all the customers in the database owned a car made by the same firm (e.g., Honda). Only at the subsequent purchase did they repurchase the same brand (i.e., bought Honda) or switch to a different brand (i.e., bought General Motors [GM], Chrysler, Toyota, and so forth).
Customers who have owned a vehicle manufactured by this company are mauled a survey during the 33rd month of own- ership. Among other variables, the survey measures (1) overail s^sfaction with Uie vehicle manufacturer, (2) rejMjr- ch^e intentions, and (3) scmie demographic informittion. The survey is designed to measure satisfaction well into the ownership cycle, thus providing managers with the opportu- nity to identify and maintain a dialogue with customers who are likely to be in the market for a new vehicle soon. Satisfaction was measured on a five-point scale (5 = "very satisfied," 4 = "somewhat satisfied," 3 = "neither satisfiai nw dissatisfied," 2 = "somewhat dissatisfied," and 1 = "very dis- satisfied") to answer the question, "Based on your ownership experience, how would you rate your satisfaction with this vehicle's manufacturer?" Repurchase intent was measured on a five-point scale (5 = "very likely," 4 = "somewhat likely," 3 = "neither likely nor unlikely," 2 = "somewhat unlikely," and 1 = "very unlikely") to answer the question, "Based on your own- ership experience, how likely are you to purchase a vehicle made by Company X at your next purchase occasion?" We measured repurchase behavior by obtaining the brand of the new vehicle the consumers bought. Note that all respondents included in the survey had owned their car for 33 months, so the ownership period before they filled out the satisfaction survey is constant for al! respondents. After respondents filled out the survey, the company obtained behavioral data from a syndicated data source, in this case R.L. Polk and Associates. Furthermore, all respondents in the survey initially owned the same brand. That is, all the customers in the database owned a car made by the same firm (e.g., Honda). Only at the subsequent purchase did they repurchase the same brand (i.e., bought Honda) or switch to a different brand (i.e., bought General Motors [GM], Chrysler, Toyota, and so forth).
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Satisfaction, Repurchase Intent, and Repurchase Behavior
Customers who have owned a vehicle manufactured by this company are mauled a survey during the 33rd month of own- ership. Among other variables, the survey measures (1) overail s^sfaction with Uie vehicle manufacturer, (2) rejMjr- ch^e intentions, and (3) scmie demographic informittion. The survey is designed to measure satisfaction well into the ownership cycle, thus providing managers with the opportu- nity to identify and maintain a dialogue with customers who are likely to be in the market for a new vehicle soon. Satisfaction was measured on a five-point scale (5 = "very satisfied," 4 = "somewhat satisfied," 3 = "neither satisfiai nw dissatisfied," 2 = "somewhat dissatisfied," and 1 = "very dis- satisfied") to answer the question, "Based on your ownership experience, how would you rate your satisfaction with this vehicle's manufacturer?" Repurchase intent was measured on a five-point scale (5 = "very likely," 4 = "somewhat likely," 3 = "neither likely nor unlikely," 2 = "somewhat unlikely," and 1 = "very unlikely") to answer the question, "Based on your own- ership experience, how likely are you to purchase a vehicle made by Company X at your next purchase occasion?" We measured repurchase behavior by obtaining the brand of the new vehicle the consumers bought. Note that all respondents included in the survey had owned their car for 33 months, so the ownership period before they filled out the satisfaction survey is constant for al! respondents. After respondents filled out the survey, the company obtained behavioral data from a syndicated data source, in this case R.L. Polk and Associates. Furthermore, all respondents in the survey initially owned the same brand. That is, all the customers in the database owned a car made by the same firm (e.g., Honda). Only at the subsequent purchase did they repurchase the same brand (i.e., bought Honda) or switch to a different brand (i.e., bought General Motors [GM], Chrysler, Toyota, and so forth).
Customers who have owned a vehicle manufactured by this company are mauled a survey during the 33rd month of own- ership. Among other variables, the survey measures (1) overail s^sfaction with Uie vehicle manufacturer, (2) rejMjr- ch^e intentions, and (3) scmie demographic informittion. The survey is designed to measure satisfaction well into the ownership cycle, thus providing managers with the opportu- nity to identify and maintain a dialogue with customers who are likely to be in the market for a new vehicle soon. Satisfaction was measured on a five-point scale (5 = "very satisfied," 4 = "somewhat satisfied," 3 = "neither satisfiai nw dissatisfied," 2 = "somewhat dissatisfied," and 1 = "very dis- satisfied") to answer the question, "Based on your ownership experience, how would you rate your satisfaction with this vehicle's manufacturer?" Repurchase intent was measured on a five-point scale (5 = "very likely," 4 = "somewhat likely," 3 = "neither likely nor unlikely," 2 = "somewhat unlikely," and 1 = "very unlikely") to answer the question, "Based on your own- ership experience, how likely are you to purchase a vehicle made by Company X at your next purchase occasion?" We measured repurchase behavior by obtaining the brand of the new vehicle the consumers bought. Note that all respondents included in the survey had owned their car for 33 months, so the ownership period before they filled out the satisfaction survey is constant for al! respondents. After respondents filled out the survey, the company obtained behavioral data from a syndicated data source, in this case R.L. Polk and Associates. Furthermore, all respondents in the survey initially owned the same brand. That is, all the customers in the database owned a car made by the same firm (e.g., Honda). Only at the subsequent purchase did they repurchase the same brand (i.e., bought Honda) or switch to a different brand (i.e., bought General Motors [GM], Chrysler, Toyota, and so forth).
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Satisfaction, Repurchase Intent, and Repurchase Behavior
Customers who have owned a vehicle manufactured by this company are mauled a survey during the 33rd month of own- ership. Among other variables, the survey measures (1) overail s^sfaction with Uie vehicle manufacturer, (2) rejMjr- ch^e intentions, and (3) scmie demographic informittion. The survey is designed to measure satisfaction well into the ownership cycle, thus providing managers with the opportu- nity to identify and maintain a dialogue with customers who are likely to be in the market for a new vehicle soon. Satisfaction was measured on a five-point scale (5 = "very satisfied," 4 = "somewhat satisfied," 3 = "neither satisfiai nw dissatisfied," 2 = "somewhat dissatisfied," and 1 = "very dis- satisfied") to answer the question, "Based on your ownership experience, how would you rate your satisfaction with this vehicle's manufacturer?" Repurchase intent was measured on a five-point scale (5 = "very likely," 4 = "somewhat likely," 3 = "neither likely nor unlikely," 2 = "somewhat unlikely," and 1 = "very unlikely") to answer the question, "Based on your own- ership experience, how likely are you to purchase a vehicle made by Company X at your next purchase occasion?" We measured repurchase behavior by obtaining the brand of the new vehicle the consumers bought. Note that all respondents included in the survey had owned their car for 33 months, so the ownership period before they filled out the satisfaction survey is constant for al! respondents. After respondents filled out the survey, the company obtained behavioral data from a syndicated data source, in this case R.L. Polk and Associates. Furthermore, all respondents in the survey initially owned the same brand. That is, all the customers in the database owned a car made by the same firm (e.g., Honda). Only at the subsequent purchase did they repurchase the same brand (i.e., bought Honda) or switch to a different brand (i.e., bought General Motors [GM], Chrysler, Toyota, and so forth).
Customers who have owned a vehicle manufactured by this company are mauled a survey during the 33rd month of own- ership. Among other variables, the survey measures (1) overail s^sfaction with Uie vehicle manufacturer, (2) rejMjr- ch^e intentions, and (3) scmie demographic informittion. The survey is designed to measure satisfaction well into the ownership cycle, thus providing managers with the opportu- nity to identify and maintain a dialogue with customers who are likely to be in the market for a new vehicle soon. Satisfaction was measured on a five-point scale (5 = "very satisfied," 4 = "somewhat satisfied," 3 = "neither satisfiai nw dissatisfied," 2 = "somewhat dissatisfied," and 1 = "very dis- satisfied") to answer the question, "Based on your ownership experience, how would you rate your satisfaction with this vehicle's manufacturer?" Repurchase intent was measured on a five-point scale (5 = "very likely," 4 = "somewhat likely," 3 = "neither likely nor unlikely," 2 = "somewhat unlikely," and 1 = "very unlikely") to answer the question, "Based on your own- ership experience, how likely are you to purchase a vehicle made by Company X at your next purchase occasion?" We measured repurchase behavior by obtaining the brand of the new vehicle the consumers bought. Note that all respondents included in the survey had owned their car for 33 months, so the ownership period before they filled out the satisfaction survey is constant for al! respondents. After respondents filled out the survey, the company obtained behavioral data from a syndicated data source, in this case R.L. Polk and Associates. Furthermore, all respondents in the survey initially owned the same brand. That is, all the customers in the database owned a car made by the same firm (e.g., Honda). Only at the subsequent purchase did they repurchase the same brand (i.e., bought Honda) or switch to a different brand (i.e., bought General Motors [GM], Chrysler, Toyota, and so forth).
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