Unlocking behaviors of long term service consumers : the role of action inertia

Leppäniemi, Matti; Jayawardhena, Chanaka; Karjaluoto, Heikki; Harness, David

Abstract

Purpose – The purpose of this study is to examine the antecedents of word-of-mouth (WOM) in long term service settings. Specifically, we examine the moderating role of action inertia in the relationships between satisfaction and repatronage intention, satisfaction and WOM and repatronage intention and WOM. Design/methodology/approach - The proposed model was empirically tested using survey data from 1,385 telecommunications service subscribers. The data were analyzed using partial least squares path modeling. Findings - Results suggest that 1) a positive link between repatronage intention and WOM, hereto a neglected relationship in the marketing literature, 2) in contrast to previous literature, the behaviors of long term customers are not predictable, and 3) action inertia strengthens satisfaction - WOM and repatronage intention - WOM links and weakens satisfaction - repatronage intention link. Research limitations/implications - This study examines customers of a utilitarian service. To further determine the potential of our model, it is desirable to explore the validity of the model in other service settings, particularly those with high hedonic values. Practical implications - The study provides valuable insights into repatronage intention -WOM link, with particular emphasis on the measurement and analysis of action inertia. This is important in understanding and evaluating inertia influences and identification of the drivers of WOM. These insights can be used by managers to better allocate their resources when investing in customer loyalty building exercises and in generating WOM. Originality/value - This paper contributes to the literature in three main ways. Firstly, it examines the nuances of customer loyalty in continuous service contexts. Secondly, the study empirically tests the role of repatronage intention as an antecedent of WOM. Thirdly, the study introduces and tests the moderating role of action inertia on positive WOM.

Citation

Leppäniemi, M., Jayawardhena, C., Karjaluoto, H., & Harness, D. (2017). Unlocking behaviors of long term service consumers : the role of action inertia. Journal of Service Theory and Practice, 27(1), 270-291. https://doi.org/10.1108/JSTP-06-2015-0127

• Journal Article Type: Article
• Acceptance Date: Jul 18, 2016
• Publication Date: Jan 9, 2017
• Deposit Date: Sep 27, 2016
• Publicly Available Date: Jan 9, 2017
• Journal: Journal of service theory and practice
• Print ISSN: 2055-6225
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 27
• Issue: 1
• Pages: 270-291
• DOI: https://doi.org/10.1108/JSTP-06-2015-0127
• Keywords: Service quality, Perceived value, Satisfaction, Repatronage intentions, Word-of-mouth, Action inertia
• Public URL: https://hull-repository.worktribe.com/output/443533
• Publisher URL: http://www.emeraldinsight.com/doi/full/10.1108/JSTP-06-2015-0127
• Additional Information: This is an author's accepted manuscript of an article which has been accepted for future publication in: Journal of service theory and practice, 2017, v.27 issue 1.