The effect of B2B service experience on repurchase intention: Focus on roles of organizational agility and customer knowledge sharing

ABSTRACT As the importance of services grows, many business-to-business (B2B) firms are enhancing the value of customer service experience by digitally transforming services to find a point of differentiation from competitors. This study investigates the effect of service experience on repurchase intention in the capital goods industry and examines the roles of organizational agility as a mediator and customer knowledge sharing as a moderator. Data were collected from 264 customers and U.S. firms. Moreover, partial least squares structural equation modeling was used for the analysis. Results revealed a positive and significant relationship between service experience and organizational agility, and between organizational agility and repurchase intention. Additionally, organizational agility mediates the positive and significant relationship between service experiences and repurchase intention. Finally, customer knowledge sharing plays a positive and crucial moderating role in the relationship between service experience and organizational agility. These findings are a step forward from the existing conceptual study on service experience and demonstrate that the firm’s organizational agility enhances the customer’s service experience and influences repurchasing intention between the period of the customer’s initial purchasing behavior and the next repurchase. This study contributes to the literature on service experience in the B2B service setting.