Empirical Study of Factors Affecting Consumer Repeat Purchasing Behavior in Service Failure

In service failure situations, service enterprises should consider how to improve the competitiveness and attract customers to repeat purchase. This paper explores the factors affecting consumer behavior related to not conversion service provider.First, based on the previous literature, depth interviews and pre-investigations, the paper put forward 22 factors that may affect customers' behavior of repeat purchasing in service failure. Through exploratory factor analysis and confirmatory factor analysis, these 22 factors are grouped into six categories. Then the authors calculate and weigh these six categories based on the principal component analysis, that is the "cost factor""profit factor""trust factor""relationship factors""channel factors"and"alternative factors". Second, independent samples T test shows that gender and relationship types have certain influence on the consumers'behavior of non-switching when encountering service failure, but the influence of loss types is not significant.