Psychological contract violation and customer intention to reuse online retailers: Exploring mediating and moderating mechanisms |
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| Institution: | 1. Aston Business School, Aston University, Aston Triangle, Birmingham, West Midlands B4 7ET, UK;2. Salford Business School, University of Salford, UK;3. Indian Institute of Management Kozhikode, India;1. School of Management, Huazhong University of Science and Technology, Wuhan, People''s Republic of China;2. Department of Marketing, University of Chittagong, Chittagong, Bangladesh;3. School of Marketing, Curtin University, Perth, Australia |
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| Abstract: | This study examines the impact of psychological contract violation (PCV) on customer intention to reuse online retailer websites via the mediating mechanisms of trust and satisfaction. The moderating role of perceived structural assurance (SA) is also investigated. An empirical study conducted among online shoppers confirms the indirect effects of PCV on customers' intention to reuse via trust and satisfaction. The findings also support the moderating impact of perceived SA in the network of relationships. The study underscores the importance of SA as a trust-building mechanism for mitigating the deleterious effects of PCV among online customers, although the role of SA in preserving satisfaction is found to be limited. The findings suggest that online retailers may benefit by investing in SA and addressing the negative effects of PCV proactively rather than simply relying on post-failure service recovery mechanisms. |
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