An Empirical Test of Customer Satisfaction and Customer Defection Intentions to the Chinese Didi Chuxing Context -A Moderated Moderation Model-
Lu Yao Zhi, Hong‐Youl Ha · Korean-Chinese Social Science Studies · 2021
This study aims at investigating the customer satisfaction-customer defection intention linkage in the context of Chinese sharing vehicle services, particularly in the focus on Didi Chuxing. Especially, we analyze the moderated moderation effects of both perceived service quality and personal safety using Process Macro (M=3). The results are quate interesting and provide research insights as follows. First, customer defection intentions increase when customer satisfaction is low. Second, customer defection intentions increase when perceived service quality is low. Third, customer defection intentions increase if customers perceive that perceived service quality; however, this effect must be conditionally accompanied by the low level of personal safety. Finally, although the level of customer satisfaction is high, customers defect. Interestingly, if customers perceive that service quality is high, the possibility of customer defection is relatively low. We provides research insights for scholars and practitioners and offer further research directions.