Customer repurchase intention

Abstract

This paper develops a general service sector model of repurchase intention from the consumer theory literature. A key contribution of the structural equation model is the incorporation of customer perceptions of equity and value and customer brand preference into an integrated repurchase intention analysis. The model describes the extent to which customer repurchase intention is influenced by seven important factors-service quality, equity and value, customer satisfaction, past loyalty, expected switching cost and brand preference. The general model is applied to customers of comprehensive car insurance and personal superannuation services. The analysis finds that although perceived quality does not directly affect customer satisfaction, it does so indirectly via customer equity and value perceptions. The study also finds that past purchase loyalty is not directly related to customer satisfaction or current brand preference and that brand preference is an intervening factor between customer satisfaction and repurchase intention. The main factor influencing brand preference was perceived value with customer satisfaction and expected switching cost having less influence.

The Effect of Brand Equity and Perceived Value on Customer Revisit Intention: A Study in Quick-Service Restaurants in Vietnam

“…In addition, Hellier et al [2003] suggested that perceived value is the major factor affecting revisit intention and brand preference. The following hypothesis is formulated:…”

“…Therefore, customers always have many options for their choice, and it is essential for enterprises to increase the value of existing customers and make efforts to attract their repurchasing besides developing new customers [Hanai et al, 2008]. Repurchase intention has been defined as "the individual's judgment about buying again a designated service from the same company, taking into account his or her current situation and likely circumstances" [Hellier et al, 2003]. Rust et al [1995] also suggested that repurchase intentions are consumers' subjective opinions of their behaviour in the future and not always the same as the actual repurchase patterns.…”

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

“…Simultaneously marketers also have accepted the significance of creating a clear, unique brand personality (Das et al, 2012;Keller and Richey, 2006) and have taken brand equity as a main compelling factor of consumer preference, usage and purchase intention (Keller, 2003;Romero and Gomez, 2015). It is contended that the higher levels of consumer brand preference is generated due to higher level of brand equity, purchase intentions (Berry, 2000;Chang and Liu, 2009;Senthilnathan and Tharmi, 2012) and repurchase intention (Hellier et al, 2003). Brand equity's competitive advantage is a valuable asset for the firm which owns that particular brand (Motameni and Shahrokhi, 1998).…”

Impact of Service Quality of House Wedding Events on the Service Value and Satisfaction

“…Hellier et al [20] defined the satisfaction as the overall joy or satisfaction felt by customers as the result of service performance to satisfy needs and expectations of customers. The present study defined satisfaction of participants about house wedding events as the outcome perceived before and after experiencing house wedding events.…”