Customer Benefit as a Determinant of Repeat Purchasing
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.