How do the success factors driving repurchase intent differ between male and female customers?

Björn Frank*, Takao Enkawa, Shane J. Schvaneveldt

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

48 Citations (Scopus)


As customers' repurchase behavior leads to long-term corporate profitability, managers should know the success factors influencing repurchase intent. Knowledge of gender differences in these success factors would enable managers to separately optimize repurchase intent for men and women. This research thus develops original hypotheses on gender differences in the formation of repurchase intent. Based on hierarchical linear modeling of data from five countries and ten industries, this research finds that public brand image more strongly influences customer satisfaction and repurchase intent for women than for men. Perceived value has a weaker effect on repurchase intent for women than for men. The analyses do not detect any gender difference in the influence of customer satisfaction on repurchase intent. Contrary to conventional wisdom, relational switching costs more strongly influence repurchase intent for men than for women. Further analyses illustrate moderating effects of country differences in gender egalitarianism and of contextual differences between products and services.

Original languageEnglish
Pages (from-to)171-185
Number of pages15
JournalJournal of the Academy of Marketing Science
Issue number2
Publication statusPublished - 2014 Mar
Externally publishedYes


  • Customer loyalty
  • Gender
  • Gender egalitarianism
  • Public brand image
  • Repurchase intent
  • Sex

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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