Abstract The current research examines the impact of relationship quality on the win-back intention of defected customers, moderating roles of transgressions in the relation between relationship quality and win-back intention and mediating roles of perceived betrayal in the above process from the perspective of transgressions by two experiments. The results show that relationship quality plays a key role in customers’ win-back intention. Specifically, transgressions moderate the effects of relationship quality on perceived betrayal and on customers’ win-back, and when the company has control (vs. uncontrol) over the transgression, relationship quality negatively (vs. positively) affects the customers’ win-back intention. The study also verifies that perceived betrayal mediates the above moderation. Furthermore, the study investigates the different effects of win-back strategies on customers’ win-back intention. For customers with high relationship quality, an apology strategy is more effective than monetary compensation in the context of controllable transgression.
LIU Wei,WANG Zongshui,ZHAO Hong. The Impact of Relationship Quality before Customer Defection on Win-Back Intention[J]. Chinese Journal of Management, 2020, 17(6): 891-.
