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

H4
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Gender has a significant moderating role in the relationship between CS and RVI. Specifically, the 
relationship will be stronger for female customers than for male customers. 

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2007 Annual International CHRIE Conference & Exposition 
393
H5
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Gender has a significant moderating role in the relationship between CS and WOMI. Specifically, the 
relationship will be stronger for female customers than for male customers 
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The impact of age on the links between Customer Satisfaction and Repeat Visit Intention / Word-of-mouth 
Intention 
In the early study of information processing, some researchers found that younger customers were more 
likely to search for information (Gilly and Zeithaml, 1985; Moskovitch, 1982). Ratchford (1999) also found that 
older customers and less educated customers are more loyal to a brand/service provider, and they are less likely to 
be engaged in information searching and brand switching. In contrast, younger people actively seek alternative 
information that may influence their post-purchase behavior based on their information processing capacities 
(Evanschitzky and Wunderlich, 2006). That is, young customers’ information processing capacities provide them 
more opportunities to find and try a new alternative although they are quite satisfied with a current provider.
Accordingly, the link between customer satisfaction and behavioral intentions would be lower for younger people 
than for older people. Based on these theoretical and empirical supports, the following hypotheses are proposed: