An exploratory study on the relationships between customer satisfaction, perceived values and customer repurchase behavior

Abstract

The aim of this research was to explore salient mediators and moderators of the relationship between customer satisfactions and repurchase behavior. The research conducted exploratory research by observation and face-to-face interview in the context of fashion luxury brands in Thailand. Data collection pursued an in-depth interview with 15 luxury fashion brand users who were in the age range of 25-55 years old and in the working group. Research population was set as 6 age groups: 25-30, 31-35, 36-40, 41-45, 46-50 and 51-55. The sampling method was a systematic approach to choose the sample of luxury fashion brand users by a random process with every 2 prospectuses showing up at the sampling location, coffee shop. Research findings showed the evidences of the mediating effect of customer perceived values to enhance the explanation of the customer satisfaction-repurchase behavior relationship. The findings of research found other variables, including brand trust, communication channel preference, customer loyalty, and switching barriers as well. Future studies should conduct an empirical test for the interstitial variables discovered in this study and testing the hypothesis about roles, acting as the regulatory variable of behavior, seeking diversity and the characteristics of the customers.