When the customer has left the store: An examination of the potential for satisfaction rub-off effects and purchase versus no purchase implications

Two lacunae in the relationship marketing literature are examined in this paper: (1) effects of satisfaction stemming from one particular store visit on the customer׳s relation to other stores (the existing literature typically focuses on the customer׳s relation to one satisfaction-creating store), and (2) the extent to which the impact of customer satisfaction on future intentions is moderated by what happens during the satisfaction-creating visit in terms of purchase versus no purchase (the existing literature typically assumes that the customer subject to satisfaction has purchased something, despite the fact that the reality of retailing consists of many customers leaving stores without purchases).