Examining the effects of customer satisfaction on commitment and repurchase intentions of branded products

Abstract

This paper examined the associations between satisfaction, commitment and repurchase intention of branded products from the perspective of customers in the Gauteng Province of South Africa. The study employed the Social exchange theory as its theoretical underpinning. Data was collected through purposive and convenient sampling techniques of 268 users of branded products from the Province. Structural Equation Modelling (SEM) statistical technique with Smart PLS version 3.0 was used to analyse the data. The results identified normative commitment as an important driver of satisfaction. It was also observed that, calculative commitment had a greater influence on customer repurchase intention. The results have implications for relationship managers, brand managers and scholars who use service evaluation and interactive commitment as a multidimensional construct in predicting customer repurchase intention.