Influence of Share Ownership on Repeat Patronage

Journal of Customer Behaviour, Vol. 7, No. 2, pp. 149-163, 2008

25 Pages Posted: 7 Sep 2010 Last revised: 13 Sep 2010

See all articles by Jaakko Aspara

Jaakko Aspara

Hanken School of Economics; Aalto University School of Business (formerly known as Helsinki School of Economics)

Henrich Nyman

Hanken School of Economics

Henrikki Tikkanen

Aalto University - Department of Marketing and Management

Date Written: 2008

Abstract

Business researchers have begun to pay attention to how an individual’s share ownership in a publicly-listed company may influence his/her repeat patronage towards the company’s products and services. This article investigates the influence of share ownership on repeat patronage, in conjunction with the influence of customer satisfaction. Survey data of a large sample of customers of a retail bank is examined. The results of the study suggest that an individual’s share ownership in a company positively motivates his/her repeat patronage towards the company’s services, independently of customer satisfaction. The results also suggest that customers who are simultaneously share-owners of the company will, on average, accept a lower level of customer satisfaction to repeatedly patronize the company and its services than non-share-owning customers.

Keywords: stock ownership, repeat patronage, customer satisfaction, switching behaviour, individual investor, customer loyalty

Suggested Citation

Aspara, Jaakko and Nyman, Henrich and Tikkanen, Henrikki, Influence of Share Ownership on Repeat Patronage (2008). Journal of Customer Behaviour, Vol. 7, No. 2, pp. 149-163, 2008, Available at SSRN: https://ssrn.com/abstract=1673344

Jaakko Aspara (Contact Author)

Hanken School of Economics ( email )

P.O. Box 479
Helsinki, Helsinki 00101
Finland

Aalto University School of Business (formerly known as Helsinki School of Economics) ( email )

P.O. Box 21230
Helsinki, 00076
Finland

Henrich Nyman

Hanken School of Economics ( email )

Finland

Henrikki Tikkanen

Aalto University - Department of Marketing and Management ( email )

P.O. Box 1210
Helsinki, FIN-00101
Finland

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