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| The Impact of Relationship Quality before Customer Defection on Win-Back Intention |
| LIU Wei，WANG Zongshui，ZHAO Hong |
| 1. University of Chinese Academy of Sciences, Beijing, China；2. Beijing Information Science and Technology University, Beijing, China |
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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.
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Received: 23 December 2019
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