Brand involvement in retaining customers despite dissatisfaction

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Yih-Chearng Shiue
Lisa Shih-Hua Li
Cite this article:  Shiue, Y., & Li, L. (2013). Brand involvement in retaining customers despite dissatisfaction. Social Behavior and Personality: An international journal, 41(4), 643-650.


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In this study, we investigated the importance of brand involvement in retaining dissatisfied customers. We surveyed 377 customers dissatisfied with their shopping experience on the Lativ shopping website because of its dishonesty, and then analyzed the data using structural equation modeling. The results revealed that brand involvement had moderating effects that improved the possibility of repatronage in the presence of many negative messages. This fits with previous studies in which it was shown that inertia had no influence on customers, and clarifies our understanding of the importance of brand involvement as a buffer that decreases customer exit intentions following organizational failures. Finally, the findings contribute to theory and practice in relation to our investigation of the factors of consumers’ intentions reflected in their dissatisfied responses, and the role of brand involvement in repatronage.

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