The Influence of Relational Benefits on Behavioral Intention and the Moderating Role of Habit: A Study in a Personal Service Business

Abstract

The intention to repurchase is a key component in relationship marketing. However, minimal attention has been paid to how customers’ habitual behavior moderates the relationship between customers’ evaluation of benefits received from a service provider and the intention to revisit, specifically in a personal service business where customer-service provider interactions likely constitute the core of a sustainable relationship. To address this gap, the current study proposes and tests a comprehensive model to advance the theory of relationship marketing (RM) and additionally contributes to social exchange theory (SET), as well as the theory of repurchase decision making (TRD), in the business service context. Structural equation modeling (SEM) was employed to examine the relationships of the research model. Based on data collected from 482 customers on their perceptions of hairstylists, the empirical findings revealed that relational benefits significantly affect post-experience behavior, satisfaction, trust, and relationship commitment, and subsequently boost the intention to revisit. Furthermore, habit as an unconscious factor moderates the paths between revisiting intention and its determinants. Although several limitations exist, the findings practically and theoretically contribute to the literature on relationship marketing.