Antecedents of Consumer Repatronage Intentions and Negative Word-of-Mouth Behaviors Following an Organizational Failure: A Test of Investment Model Predictions

The purpose of this study was to examine the antecedents of consumers’ repatronage intentions and negative word-of-mouth behaviors following organizational failures. Participants were 233 people who had actually complained to organizations. Using Rusbult's investment model of relational stability, consumers’ perceptions of their investments, alternatives, satisfaction, and commitment were measured with respect to their impact on customers’ intent to do business with organizations in the future and willingness to spread negative publicity about an organization following a business failure. Results indicated that a modified version of the investment model helped to predict significant variance in consumers’ repatronage intentions and negative word-of-mouth behaviors.