The Impacts of Customer Loyalty on Negative Word-of-Mouth Communication and Repurchase Intention

Abstract

This research aims to develop and test a model to reveal the influence of customer loyalty on negative word-of-mouth communication and repurchase intentions. Data were gathered through survey from bank customers who have co-branded credit cards and use it at least one year. The results show that the customer loyalty decreases the bad impact of the negative word- of-mouth intention and has positive effects on repurchase intention.