Michael Paul, Bauhaus-University of Weimar
Thorsten Hennig-Thurau, Bauhaus-University of Weimar
Dwayne D. Gremler, Bowling Green State University
Kevin P. Gwinner, Kansas State University
Caroline Wiertz, City University

The marketing discipline’s knowledge about the drivers of service customers’ repeat purchase behavior is highly fragmented. This research attempts to overcome that fragmented state of knowledge by making major advances toward a theory of repeat purchase drivers for consumer services. Drawing on means–end theory, the authors develop a hierarchical classification scheme that organizes repeat purchase drivers into an integrative and comprehensive framework. They then identify drivers on the basis of 188 face-to-face laddering interviews in two countries (USA and Germany) and assess the drivers’ importance and interrelations through a national probability sample survey of 618 service customers. In addition to presenting an exhaustive and coherent set of hierarchical repeat purchase drivers, the authors provide theoretical explanations for how and why drivers relate to one another and to repeat purchase behavior. The framework also provides companies with specific information about how to manage long-term customer relationships successfully.


Paul, Michael, Thorsten Hennig-Thurau, Dwayne D. Gremler, Kevin P. Gwinner, and Caroline Wiertz (2009), “Toward a Theory of Repeated Purchase Drivers for Consumer Services,” Journal of the Academy of Marketing Science, 37 (2), 215-237.