Effect of positive and negative experiences on repurchase intention in service delivery process with the mediating effect of perceived brand ethicality

The aim of this study is to examine the effects of positive and negative experiences on the perceived brand ethicality and repurchase intention for different stages of the service delivery process, which are pre-process (waiting for the service), in the process (receiving the service) and post-process (termination of the service). Besides, it is to determine whether the positive experiences or the negative experiences have more impact on the perceived brand ethicality and repurchase intentions and whether it differs according to the processes. For this purpose, three semi-experiments are conducted. Six different scenarios have been created to test the hypothesis. Each experiment is performed for different samples with a data set of 629 high speed train passengers. Process Macro of SPSS and Independent Sample T Test are conducted to test the hypothesis. According to the results as the level of negative perception of the experience increases, the perceived brand ethicality and repurchase intention decrease. On the other hand, as the level of positive perception of the experience increases, the perceived brand ethicality and repurchase intention increase. In addition, the perceived brand ethicality has a significant and positive effect on repurchase intention. Lastly, it is confirmed that the perceived brand ethicality has a mediation effect on the link between the perceived level of positive/negative experiences and repurchase intention. Both three stages of the service delivery process, it is verfied that the effects tested under the research model are statistically significant and in the same direction. However, the coefficients of those effects differ regarding the positive and negative experiences and three different level of service.