Satisfying customer expectations: The effect on conflict and repurchase intentions in industrial marketing channels
J. Joseph Cronin, Michael H. Morris
Journal of the Academy of Marketing Science · 1989 · Volume 17 · Issue 1
Abstract
The article investigates how the marketer’s fulfillment of middleman expectations impacts upon conflict and repurchase intentions in industrial channels. The nature and key determinants of expectations in industrial buyer behavior are examined. Discrepancy theory is used to assess the (dis)confirmation of expectations process. A series of hypotheses are developed and tested in a large manufacturing and distribution network engaged in the marketing of fluid power products. Results suggest a direct causal effect of (dis) confirmed expectations on repurchase intentions and on conflict, and that the effect of expectations on repurchase intentions is not modified by the creation of conflict. Managerial implications are drawn.
Keywords
Purchase Intention, Consumer Satisfaction, Industrial Market, Channel Member, MORRIS Intention
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