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Customer Benefit as a Determinant of Repeat Purchasing

Author

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  • TANASE, George Cosmin

Abstract

Repeat purchasing is the result of certain constellations of the customer benefit. To develop an understanding of this concept, such constellations must be differentiated. The bonding plays a key role as a behavior determinant. The customer’s repeat purchasing behavior can be differentiated in this sense by whether it would occur without the influence of such a bonding or whether the bonding was decisive. Repeat purchasing in which bonding is not a factor is founded either on the effect of the core offering or on the effect of the ancillary services. Bonding itself is attributed to economic causes or to the effect of rather psychological causes such as trust and commitment.

Suggested Citation

  • TANASE, George Cosmin, 2017. "Customer Benefit as a Determinant of Repeat Purchasing," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 8(1), pages 20-23, March.
  • Handle: RePEc:rdc:journl:v:8:y:2017:i:1:p:20-23
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    More about this item

    Keywords

    customer bonding; demand; loyalty; ancillary services; differentiated marketing; repurchase; economic effects;

    JEL classification:

    • L20 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - General
    • L80 - Industrial Organization - - Industry Studies: Services - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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