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http://dx.doi.org/10.14400/JDC.2017.15.3.87

Effects of Customer Satisfaction, Perceived Switching Costs and Regret on Repurchasing Intention: The Case of Coffee Chains  

Kim, Byoungsoo (School of Business, Yeungnam University)
Publication Information
Journal of Digital Convergence / v.15, no.3, 2017 , pp. 87-98 More about this Journal
Abstract
As the market for coffee chains becomes fierce, it is important for coffee chains to establish an enduring relationship with customers and encourage them to revisit their stores. Thus, it becomes important to understand consumers' repurchase decision-making mechanisms in the context of coffee chains. Customer satisfaction, perceived switching costs, and regret were considered as the main factors of customers' repurchase intentions. Especially, the effect of regret experience of coffee chains on consumers' repurchase decision was examined. In addition, coffee quality, physical environment quality, service encounters performance, and brand trust were considered as attributes of coffee shop selection, and their effects on customer satisfaction and perceived switching cost were investigated. The results of the study showed that customer satisfaction and perceived switching costs had a positive effect on repurchase intention, while regret had a negative effect on repurchase intention. Coffee quality and physical environmental quality had no significant effect on customer satisfaction and perceived conversion cost. Service encounter performance had a significant impact on perceived switching costs alone. Brand trust had a significant impact on both customer satisfaction and perceived switching cost.
Keywords
Regret; Consumer Satisfaction; Perceived Switching Costs; Service Encounter; Brand Trust;
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Times Cited By KSCI : 5  (Citation Analysis)
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