Customer Repeat Purchase Research Articles

Assessing the Impact of Digital Transformation on Business Operations: A Case Study Analysis

This study assesses the impact of digital transformation on business operations through a case study of Zivame, an Indian SME in the retail sector. The research aims to explore how digital technologies improve operational efficiency, customer engagement, and financial performance. Using qualitative research methods, semi-structured interviews were conducted with key decision-makers at Zivame. Thematic analysis was employed to analyze the data. The results indicate significant operational improvements, including a reduction in order fulfillment time and increased inventory turnover. Customer satisfaction and repeat purchase rates also improved substantially following the implementation of Customer Relationship Management (CRM) systems and other digital tools. Zivame faced challenges such as employee resistance to change and high initial investment costs, which were mitigated through targeted employee training programs. The financial analysis revealed a growing return on investment (ROI) from 31% in 2020 to 44% in 2023. The study’s findings underscore the importance of digital transformation for Indian SMEs, showing that, with strategic planning and investment, businesses can improve their competitiveness and achieve long-term success. These findings contribute to the broader literature on digital transformation in emerging markets and offer practical insights for SMEs embarking on similar journeys.

A Study of the Mediating Effect and Path of Customer Fit in Repeat Purchase Behavior in the Residential Market Driven by Digital Marketing Technology

Improving the repeat purchase intention of customers of real estate enterprises from marketing strategies is increasingly important for real estate enterprises to achieve the goal of stable and increasing long-term profits. This paper, driven by digital marketing technology, takes customer repeat purchase behavior in residential commodity market as the research object. The variables of brand community value, customer fit and repeat purchase behavior are first defined and selected. Then the relationship model of brand community value, customer fit and repeat purchase behavior was established, questionnaire research was conducted on mature real estate community members, and data analysis and structural equation model fitting were carried out using SPSS and AMOS software in order to test the mediating effect of customer fit in repeat purchase behavior in the residential market as well as the path. The study concluded that the standardized coefficient of customer fit on customers’ repeat purchase intention is 0.36, which has a significant positive effect. Meanwhile, customer fit has a mediating effect between the five dimensions of brand community value and repeat purchase behavior, and all five dimensions have a partial mediating effect in the process of influencing repeat purchase intention.

EXAMINING THE IMPACT OF PRODUCT QUALITY ON CUSTOMER SATISFACTION, LOYALTY, AND REPEAT PURCHASE BEHAVIOR

In today's highly competitive business environment, providing high-quality products is no longer a luxury but a necessity for organizations seeking to build strong customer relationships and to promote sustainable growth. This paper investigates the central role of product quality on customer satisfaction, loyalty, and repeat purchase behavior. By examining the impact of different aspects of product quality on these key indicators, this study aims to provide valuable insights for companies looking to improve customer relationships and achieve long-term success. The results of this study are expected to highlight the significant influence of product quality on customer satisfaction, loyalty, and repeat purchase behavior, factors such as performance, Reliability, durability and perceived quality appear to be key factors in these results. Key Words: Product Quality, Customer Satisfaction, Loyalty, Repeat Purchase

Research on Customer Relationship Management Strategy of "Hearing Aid Fitting" Based on Refined Data Analysis

Wearing hearing aids can help hearing impaired patients enter the sound world, so as to improve their quality of life. Hearing aid fitting is highly professional and requires long-term after-sales service. This paper takes 300 impaired patients and 50 hearing aid fitters of Siemens hearing aid fitting Engineer as the research object to analyze the main influencing factors of hearing impaired patients' purchase of hearing aids and the key factors to improve long-term satisfaction. Hearing aid effect, wearing comfort and service quality significantly affect the long-term satisfaction of hearing-impaired patients. Brand, price, refined customer relationship maintenance and technical personification have a positive impact on customer repeat purchase and recommendation.

Customer Relationship Management and Customers Repeat Purchase Behavior in Nigeria

This paper examined the impact of customer relationship management on repeat purchase behavior of customers in Nigeria. The paper reveals that effective Customer Relationship Management (CRM) organisations would help to build, maintain and retain their customer and that would invariably result in their having increased market share and competitive advantage over others in the business. It will also increase the profitability of the company through increased productivity and patronage. This is so because when CRM is effectively implemented, customers have sense of belonging and become committed to the growth and development of the organization. In a bid to meet customers’ expectation or satisfaction through CRM, the company and their employees would become more effective and efficient. It also leads to creation of loyal and committed customers thereby reducing expenses on advertizing or other activities geared towards getting new ones. It recommended that: the management various organisations should establish a healthy communication relationship that would give customers sense of belonging and care for continuous patronage; the management of the organization should adopt programmes that would build customers’ trust for their companies and convince customers of their reliability and dependability in service delivery; the management of should invest more activities that would enhance partnership or collaboration with the customers in order to increase patronage.

Role of CRM in Customer Loyalty and Repeat Purchase Intention: An Analytical Study

Acquiring fresh customers has become more difficult than ever in the fiercely competitive business environment of today. Customer relationship management (CRM) is critical for attaining this aim; hence it is imperative for firms to concentrate on keeping their current clients. Businesses use CRM as a technique to control relationships with current and potential clients. It involves the synchronization, automation, and organization of sales, marketing, customer service, and technical support activities through the use of technology.Businesses in India are realizing the value of CRM in fostering customer loyalty and encouraging repeat purchase intention as a result of the rising need for personalized experiences and the fierce competition in nearly every sector.Businesses can develop a deeper understanding of their consumers' wants and preferences and customize their products by putting CRM techniques into practise.Additionally, CRM may strengthen customer connections by delivering personalized services, effectively addressing problems, and improving all aspects of the customer experience. In the end, this may result in greater Customer retention, a greater customer lifetime value, and enhanced corporate profitability. It is clear in this setting that CRM has turned into a vital tool for companies looking to establish a solid and devoted consumer base in India.

THE IMPACT OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY IN THE TOUR AND TRAVEL COMPANIES IN MALAYSIA DURING COV-19 PANDEMIC: PARALLEL MEDIATION OF SOCIAL MEDIA AND RELATIONSHIP QUALITY

The aim of this research was to examine the parallel mediating effect of social media and relationship quality between relationship marketing and customer loyalty. A series of regression analysis provided the statistical result that tested the hypothesis proposed in this research. The total population of the travel and tourism firms registered with the Ministry of Tourism, Arts and Culture was 4746. The results of this study were obtained from data collected through 361 out of 600 self-administered questionnaires. A series of regression analysis assessed the impact of relationship marketing on customer loyalty in the tour and tourism companies in Malaysia. The results indicated that social media platforms utilised and the application of relationship quality are statistically significant and mediates the relationship between relationship marketing and customer loyalty. It can be concluded accurately from the literature and the statistical analysis conducted that there is concrete evidence that relationship marketing impacts customer loyalty. The intervening variables tested were social media use and relationship quality. The outcomes verified that social media and relationship quality are crucial factors that induces customer loyalty. Both social media and relationship quality defines how the effects between relationship marketing and customer loyalty occur. The mediating effects of social media and relationship quality between relationship marketing and customer loyalty are the actual factors that generate customer loyalty which then leads to customer retention and repeat purchase in the travel and tourism sector in Malaysia.
 
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How does quality experience affect customer's repeat purchase? Evidence from a call center in the Philippines

How does quality experience affect customer's repeat purchase? Evidence from a call center in the Philippines

Literature Review of Consumer Behavior: Customer Loyalty, Repeat Purchase and Purchase Interest

Consumer behavior in the current era of disruption varies greatly. To see this, of course, it is necessary to conduct further analysis and research on current consumer behavior. In looking at consumer behavior, researchers take the variables of customer loyalty, repeat purchases, and buying interest. The researcher conducted a descriptive qualitative research method by obtaining data through the Google Scholar and Mendeley application as a reference. The results of this research are 1) customer loyalty is related to consumer behavior, 2) repeat purchases are related to consumer behavior, and 3) buying interest is related to consumer behavior.

The impact of e-service quality and ease of use of e-customer relationship management: a study of mobile phone services in Jordan

In the use of technology and human resources, e-customer relationship management (e-CRM) plays a key role in clarifying customer behaviour and their value. With the use of such systems, businesses can reap the benefits of customer repeat purchase, word-of-mouth, customer retention, brand loyalty and customer satisfaction. This study tested two components of customer factor namely e-service quality (ESQ) and ease of use (EOU) in their role as antecedents of e-CRM performance from the point of view of the employees of food industry companies (FIC) in Jordan. Based on the analysed data both variables positively and significantly related to e-CRM performance. The study conducted a review of relevant studies and presented an extensive discussion of the development of the research model underpinned by the technology acceptance model (TAM), upon which the formulation of hypotheses was made. The study provided a detailed description of data collection, study sample, results and discussions of findings.

Consumer environmental consciousness and brand preference in rivers state

This study investigated consumer environmental consciousness and brand preference in Rivers State. The study sought to establish the extent to which brand sound influence repeat purchase of power generating plants, the extent to which brand heat generation influence customer referral of power generating plants and the extent which green protection determine customer loyalty of power generating plants in Rivers State.The study adopted descriptive research design. A population of 52 loyal customers of 5 different brands of power generating plants was randomly selected while 47 questionnaires were successfully retrieved for the study. Data was collected by use of questionnaire from the respondents. Three research questions were posed and three hypotheses were tested. Data were analysed using descriptive statistics (mean and standard deviation) while inferential statistics Pearson Product Moment Correlation (PPMC) was used to test the above stated hypotheses at 0.05 level of significance. The researcher utilized the Cronbach's Alpha for Reliability Statistics to arrive at 0.75 coefficient reliability, Findings revealed that there is a great correlation between brand sound and customer repeat purchase of power generating plants in Rivers state, that there is a low correlation between brand heat generation and customer referral of power generating plant in Rivers State and that there is a great correlation between green protection and customer loyalty of power generating plant in Rivers State. Consumers in Rivers State should be loyal to power generating plants that emit less carbon monoxide for green house protection

Consumer environmental consciousness and brand preference in rivers state

This study investigated consumer environmental consciousness and brand preference in Rivers State. The study sought to establish the extent to which brand sound influence repeat purchase of power generating plants, the extent to which brand heat generation influence customer referral of power generating plants and the extent which green protection determine customer loyalty of power generating plants in Rivers State.The study adopted descriptive research design. A population of 52 loyal customers of 5 different brands of power generating plants was randomly selected while 47 questionnaires were successfully retrieved for the study. Data was collected by use of questionnaire from the respondents. Three research questions were posed and three hypotheses were tested. Data were analysed using descriptive statistics (mean and standard deviation) while inferential statistics Pearson Product Moment Correlation (PPMC) was used to test the above stated hypotheses at 0.05 level of significance. The researcher utilized Cronbach's Alpha for Reliability Statistics to arrive at 0.75 coefficient reliability, Findings revealed that there is a great correlation between brand sound and customer repeat purchase of power generating plants in Rivers state, that there is a low correlation between brand heat generation and customer referral of power generating plant in Rivers State and that there is a great correlation between green protection and customer loyalty of power generating plant in Rivers State. Consumers in Rivers State should be loyal to power generating plants that emit less carbon monoxide for green house protection.

Employee Perception of the Impact of New Technology on Organizational Performance: A Case Study of Anuzo Palm Kernel Oil, Emene, Enugu, Nigeria

This study was a critical analysis of the employee perception of the impact of new technology on organizational performance. It was motivated by the often reported employee misalignment with the organizational objective of enthroning new technology as a way of staying afloat in the competition-ridden business climate. The objectives were to: Ascertain the perceived influence of acquisition of new technology on customer loyalty at Anuzo palm Kernel oil in Enugu, and to (ii) determine the extent to which introduction of new methods of production affects customer repeat purchase at Anuzo Kernel palm oil in Enugu. The study employed a quantitative situation analysis study (SAS) approach. In this approach, the quantitative opinion survey technique was employed in gathering data. The data were analyzed statistically. The result of the study shows that the employee of the organization, therefore, sees it as a medium towards effective management and consistent delivery of services to customers which in turn brings about repeated purchases and loyalty from the customers.

E-retail factors for customer activation and retention: An empirical study from Indian e-commerce customers

Customer satisfaction has emerged as one of the most important factors that guarantee the success of online store; it has been posited as a key stimulant of purchase, repurchase intentions and customer loyalty. A comprehensive review of the literature, theories and models have been carried out to propose the models for customer activation and customer retention. Five major factors that contributed to the success of an e-commerce store have been identified as: service quality, system quality, information quality, trust and net benefit. The research furthermore investigated the factors that influence the online customers repeat purchase intention on the basis of the Means End Chain theory (MEC) and Prospect theory. By hypothesising that a combination of both utilitarian value and hedonistic values are needed to affect the repeat purchase intention (loyalty) positively, Structural equation model has been presented on the primary data collected from the Indian online shoppers. Results indicate the e-retail success factors, which are very much critical for customer satisfaction. By increasing the utilitarian value and hedonistic values derived by the customers, customer satisfaction and hence the customers repeat purchase intention can be increased significantly.

Sustainable Online Shopping Logistics for Customer Satisfaction and Repeat Purchasing Behavior: Evidence from China

This study examines the impact of the quality of online shopping logistics services on customer satisfaction and in driving subsequent repeat purchasing behavior. Five hypotheses are established to represent the relationships between customer satisfaction and each factor of logistics services: quality of information, quality of order, quality of delivery, price of delivery, and customer service. The research includes surveys conducted over two months from 1 December, 2016, to 31 January, 2017, targeting mostly young Chinese customers with experience purchasing products online, thus representing e-commerce. A questionnaire was distributed to each subject in a sample of 150 Chinese customers with online shopping experience. The empirical analysis indicates that logistics service quality, and primarily the quality of delivery, has a statistically significant impact on customer satisfaction, which, in turn, has a statistically significant impact on repeat purchasing behavior. The results provide insight into the strategy behind China’s rapidly growing online shopping industry, which focuses on maintaining stability through long-term customer relationship management.

Product performance and its role in airline image generation and customer retention processes: gender difference

ABSTRACTThis study was designed to explore the formation of airline customers repeat purchase intention by considering the direct and indirect role of core-product and service encounter performances, hedonic and utilitarian values, and overall airline image, and by taking the moderating role of gender into account. Our results uncovered the significant role of these study variables and verified the strong prediction power of the proposed framework for intention. In addition, our result demonstrated that the strength of the relationship among value dimensions, overall image, and intention are significantly dissimilar across male and female customers. Value dimensions and image were significant mediators.

Do electronic loyalty programs still drive customer choice and repeat purchase behaviour

Do electronic loyalty programs still drive customer choice and repeat purchase behaviour

Do electronic loyalty programs still drive customer choice and repeat purchase behaviour

Retaining loyal customers and changing inactive ones to be active are major challenges that service organisations currently face. One serious question to which mobile phone service providers need to find a suitable answer is how to drive loyal customers' behaviours to become involved in different electronic loyalty schemes to promote repeat buying and extend customer-supplier relationships. To answer such questions, four electronic loyalty programs have been tested, namely electronic points, prepaid card discounts, free additional credit and free additional minutes and/or messages within the mobile phone service purchase setting. A quantitative approach employing a self-administered questionnaire has been used to collect the study data. Data was collected from 478 customers who participated in one of the mobile phone loyalty programs mentioned earlier. Structural equation modelling (SEM) statistical modelling was employed to test both the study model and the developed hypotheses. Generally, the study found that e-loyalty programs drive loyal customers' choices and repeat buying. Substantial information about testing the sub-hypotheses is explained in more detail in this article.

Celebrity Endorsements and Customer Patronage

This research is on the relationship between celebrity endorsements and customer patronage, using the Nigeria Bottling Company (NBC) Port Harcourt as the unit of study. The survey design was adopted, using a structured questionnaire as the instrument for data collection. Two research questions and two hypotheses guided the study. The hypotheses were tested using the z-test statistic at 0.05 level of significance. It was found among others that when celebrities who are outstanding, have integrity and are knowledgeable endorse a product, customer patronage is enhanced. In addition, it was found that the attractiveness of a celebrity, consistent use of a celebrity and multiple promotional coverage enhance customer repeat purchase and increased brand loyalty. Based on the findings, it was held that there is significant relationship between endorsement coverage and repeat purchase of beverages, as well as a significant relationship between frequency of endorsements and customer brand loyalty of beverages. Consequently, recommendations were proffered that organizations should seize the opportunity of using celebrity endorsements in promoting their products, with emphasis on reliable, credible and well-accepted celebrities so as to achieve customer patronage and brand loyalty. In conclusion, organizations are advised be careful in their choices of celebrities, so as to have the right ‘personality’ of celebrity who is worth the amount paid for the services rendered.

Research on e-commerce customer repeat purchase behavior and purchase stickiness

PurposeThe purpose of this paper is to study the regularity of the e-commerce customer repeat purchase behavior, and provide new ideas and methods for e-commerce vendor’s e-commerce customer management.Design/methodology/approachThrough analysis of the priority in activity mechanism and new customers’ dynamic growth in customer’s purchase behavior, this paper builds a model of the customer’s purchase frequency, which can be verified by the empirical data gathered from www.taobao.com, www.jd.com, www.yhd.com and www.amazon.com.FindingsThis paper discovers the regularity that the customer’s purchase frequency obeys power law distribution. Empirical data show that this model can represent the real repeat purchase process well. At the same time, it provides the theoretical basis for the vendor regional management by introducing the concept of stickiness and the corresponding methods of calculation.Research/limitations/implicationsThis study only focuses on the basic model of e-commerce customer’s repeat purchase and lack of study on influence factors about the characteristics of different vendors and it needs to make extensions considering fluctuation of new customers, or customer aging and loss.Practical/implicationsThis study provides a theoretical basis for vendor to take different marketing strategies through classifying customers based on the characteristic of purchase stickiness.Originality/valueThe definition and calculation method of purchase stickiness is put forward for the first time, and the value of purchase stickiness changes with the number of purchase. It provides the theoretical basis for the vendor regional management, and will be good for further studying the e-commerce market about customer’s purchase behavior.