Antecedents of Consumer Repatronage Intentions and Negative Word-of-Mouth Behaviors Following an Organizational Failure: A Test of Investment Model Predictions

Abstract

The purpose of this study was to examine the antecedents of consumers’ repatronage intentions and negative word-of-mouth behaviors following organizational failures. Participants were 233 people who had actually complained to organizations. Using Rusbult's investment model of relational stability, consumers’ perceptions of their investments, alternatives, satisfaction, and commitment were measured with respect to their impact on customers’ intent to do business with organizations in the future and willingness to spread negative publicity about an organization following a business failure. Results indicated that a modified version of the investment model helped to predict significant variance in consumers’ repatronage intentions and negative word-of-mouth behaviors.

Keywords:

• Complaint
• Investment Model
• Consumer
• Repatronage
• Organization
• Negative Word-of-Mouth

Additional information

Notes on contributors

San Bolkan

San Bolkan (Ph.D., University of Texas, Austin, 2007) is an Assistant Professor in the Department of Communication Studies at California State University, Long Beach

Alan K. Goodboy

Alan K. Goodboy (Ph.D., West Virginia University, 2007) is an Assistant Professor in the Department of Communication Studies at Bloomsburg University of Pennsylvania

Guy F. Bachman

Guy F. Bachman (Ph.D., Arizona State University, 2003) is an Associate Professor in the Department of Communication Studies at California State University, Long Beach