Psychological contract violation and customer intention to reuse online retailers: exploring mediating and moderating mechanisms

Neeru Malhotra*, Sunil Sahadev, Keyoor Purani

*Corresponding author for this work

Research output: Contribution to journalArticle

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.
Original languageEnglish
Pages (from-to)17-28
Number of pages12
JournalJournal of Business Research
Volume75
Early online date17 Mar 2017
DOIs
Publication statusPublished - Jun 2017

Bibliographical note

© 2017, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/

Keywords

  • psychological contract violation
  • trust
  • customer satisfaction
  • structural assurance
  • intention to reuse
  • online retailing

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