Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

mouth Intention 
Although little research has been conducted on gender and the relationships between CS and outcome 
variables (i.e., repurchase behavior/intentions and loyalty), there is both theoretical and empirical support for 
moderating the role of gender in such relationships. A research finding showed that the link between satisfaction 
and repurchase behavior was significantly influenced by gender, with the link being stronger for men than for 
women (Mittal and Kamakura, 2001). 
Changing a service provider requires a perceived risk. That is, consumers perceive uncertainty or 
undesirable consequences when buying a new product/service from an alternative (Dowling and Staelin, 1994). In 
addition, customers may lose benefits from relationship-specific investments, including confidence, social, and 
special treatment, by changing providers (Berry and Parasuraman, 1991). Thus, it could be inferred that the links 
between CS and BI (RVI and WOMI) would be stronger for women than men because female customers would be 
more likely to remain loyal to a current service provider and less likely to take a risk by switching a provider.