Why Dissatisfied Customers Buy Again? The Role of Self-Attribution

This paper examines the influence of service dissatisfaction on repurchase intentions and the moderating effect of self-attribution. First, we examine the influence of service performance on service satisfaction, repurchase intentions, and the moderating effect of self-attribution in a self-service setting. In a second step, we investigate the effect of ease of use and usefulness on the self-attribution. We use an experimental approach with 287 undergraduate students. Analysis indicates the link between service satisfaction and repurchase intentions is diminished with an increasing self attribution. The experiments confirm that perceived ease of use and usefulness generally lead to higher self-attribution of service outcomes.