초록 열기/닫기 버튼
The purpose of this study is to investigate how the repurchase intention, which is a factor of attitudinal definition of loyalty, is developed by such variables as perceived quality, perceived value, customer satisfaction and switching cost. For this purpose, the authors made a survey research with the customers who had experienced courier service. The results of the study were as follows; First, perceived quality did not have a direct effect on repurchase intention but had an indirect effect on the repurchase intention via perceived value and customer satisfaction. Second, perceived value had both direct and indirect effect on repurchase intention. In addition, the perceived value had an positive effect on it. However, differently from our anticipation, the perceived quality did not affect switching cost. Third, customer satisfaction had a direct effect on repurchase intention and also affects indirectly via switching cost. This study confirmed the positive relationship between customer satisfaction and repurchase intention in the existing studies. Finally, the result showed that there was no significant relationship between perceived value and switching cost at the 5% significant level.
The purpose of this study is to investigate how the repurchase intention, which is a factor of attitudinal definition of loyalty, is developed by such variables as perceived quality, perceived value, customer satisfaction and switching cost. For this purpose, the authors made a survey research with the customers who had experienced courier service. The results of the study were as follows; First, perceived quality did not have a direct effect on repurchase intention but had an indirect effect on the repurchase intention via perceived value and customer satisfaction. Second, perceived value had both direct and indirect effect on repurchase intention. In addition, the perceived value had an positive effect on it. However, differently from our anticipation, the perceived quality did not affect switching cost. Third, customer satisfaction had a direct effect on repurchase intention and also affects indirectly via switching cost. This study confirmed the positive relationship between customer satisfaction and repurchase intention in the existing studies. Finally, the result showed that there was no significant relationship between perceived value and switching cost at the 5% significant level.
키워드열기/닫기 버튼
Perceived Quality, Perceived Value, Customer Satisfaction, Switching Cost, Repurchase Intention
