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Relationship Strength, Gender and Customers’ Switching Intentions after Online Purchase Service Failures among International Students in India

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dc.contributor.author Malombe, Hamza Hussein
dc.contributor.author Kazungu, Isaac
dc.date.accessioned 2022-06-21T10:18:07Z
dc.date.available 2022-06-21T10:18:07Z
dc.date.issued 2021
dc.identifier.issn 2714-2043
dc.identifier.uri http://repository.mocu.ac.tz/xmlui/handle/123456789/286
dc.description.abstract While previous studies have acknowledged the importance of understanding customer reaction after purchase disappointments, the combined insights of gender and relationship strength on consumer switching intentions after a service failure has not been fully examined.To address such gap, this study investigates the joint effect of relationship strength and gender on customer switching intentions after a service failure among international students in North East India universities. Two way ANOVA was used to determine the existence of an interaction between relationship strength and gender on intentions to switch. Results from quasi-experiment research among 104 international students suggest that male customers in both relationship strength were more likely to switch than female customers after a service failure. This suggests that male customers are supporting ``love become hate`` effect, whereas female customers support the ``love is blind effect``.Practitioners might want to consider each gender characteristics in relation to customer relationship when handling customers complains after service failure and therefore providing relevant service recovery solutions basing on the relationship strength and gender. Based on the study’s key findings, valuable theoretical and managerial implications are given for academics and practitioners on the subject. en_US
dc.language.iso en en_US
dc.publisher Journal Of Co-operative and Business Studies (JCBS) en_US
dc.relation.ispartofseries Vol. 6;No. 1
dc.subject Marketing, Procurement and Supply Management en_US
dc.title Relationship Strength, Gender and Customers’ Switching Intentions after Online Purchase Service Failures among International Students in India en_US
dc.type Article en_US


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