Abstract

Pakistan is experiencing an enormous increase in the acceptance of western apparel shopping among people. To bind this opportunity, it is necessary to understand ensure the repurchase intention among customers. Hence this research article explored the impact of Service and Product related attributes on Re-purchase Intention: Role of customer characteristics and customer satisfaction in an apparel shopping context. The importance of product attributes and service attributes to the result of repurchase intention has been well documented. In the past, scarce studies will be done to check this relationship. The theoretical repurchase model was developed and tested using SEM on experiential data of 350 apparel brand customers. In Pakistan's scenario, the study's significance is that the clothing industry is becoming more frequent and increasingly focused on developing brands. Simultaneously, the Pakistan textile and clothing brands industry became more and more developed and strongly influenced the international market worldwide. The current research finding will enable marketers to realize the value of product and service attributes and depict the different factors of customer characteristics and customer satisfaction impact on repurchase intention for ensuring continuity among old customers. Furthermore, the current research will make a valuable addition to increasing repurchase intention literature for marketers.

Highlights

  • The business environment is dynamic, and a business-centric approach is understood and applied by various organizations to get a competitive edge

  • Hypothesis 1 is about product-related attributes that positively influence repurchase intention, which is approved in this study as shown in Table 7 in path analysis

  • The second theory is regarding the positive influence of service quality-related attributes on repurchase intention, which is proved in this study

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Summary

Introduction

The business environment is dynamic, and a business-centric approach is understood and applied by various organizations to get a competitive edge. Because we live in an era where people's consumption pattern is changing day by day, it is easy to behold current customers rather than a magnet for new customers It is more expensive and intends more challenging for most firms to catch a fresh customer than they like to continue service or maintain accessible ones (Nunkoo et al, 2019). For both academicians and practitioners, it would be tough to recognize that how should improve customer satisfaction, trust and loyalty be enlarged because this has to be unstated, and firms have to calculate the result of customer satisfaction, belief, and commitment on their footprints of repurchase intention. That's why marketing managers are very much keen on understanding what stage of trust or loyalty can be transformed into enlarged customer retention repurchase intention, and sustainable growth and extensive-term profitability (Upamannyu, Gulati, Chack, & Kaur, 2015)

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