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

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  • Takumi Kato

    (Honda Motor Co.,Ltd)

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.

Suggested Citation

  • Takumi Kato, 2019. "Loyalty management in durable consumer goods: trends in the influence of recommendation intention on repurchase intention by time after purchase," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(2), pages 76-83, June.
    • Handle: RePEc:pal:jmarka:v:7:y:2019:i:2:d:10.1057_s41270-019-00050-x
    DOI: 10.1057/s41270-019-00050-x
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    References listed on IDEAS

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    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
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    Cited by:

    1. Kato Takumi, 2021. "Does the “Like” Habit of Social Networking Services Lower the Psychological Barriers to Recommendation Intention in Surveys?," Business Systems Research, Sciendo, vol. 12(1), pages 216-227, May.
    2. Takumi Kato & Nobu Takenaka & Rie Ito & Kazuki Nishiguchi, 2023. "Selection versus scale: Loyalty indices for brand management," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 836-853, December.
    3. Mehdi Khademi Gerashi & Farbod Fakhreddin, 2021. "Influence of emotions on purchase loyalty among child consumers: the moderating role of family communication patterns," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(4), pages 298-310, December.

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