Unleashing the Value of Repurchase Intentions of Customers: Undeniable Truth about a Journey of Continuous Growth for Firms

Abstract

Purpose: Even though there is an immense level of research related to the impact of product quality and service quality on consumers’ purchase intentions the role of satisfaction as the mediator between perceived product qualities, affective commitment, and repurchase intentions has not been cross-examined in previous literature. To understand how this mediating mechanism affects repurchase intentions, we advanced a conceptual model. Design/Methodology/Approach: This study employed a quantitative research approach. Data were obtained using the convenience sampling method from a sample of 400 respondents. Statistical Package for the Social Sciences (SPSS) version 22.0 and Analysis of Moment Structure (AMOS) version 22.0 were used for the data analysis. Findings: Results show that the relationship between perceived product quality, affective commitment, and repurchase intentions is partially mediated by customers’ satisfaction. Implications/Originality/Value: understanding the underlying process of repurchase intentions of customers. The study is one of the exceptional efforts to provide evidence regarding the role of customer satisfaction as a mediating variable between independent and dependent variables.