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The Relationship Between Satisfaction and Repurchase Behavior in Business in IRAN

Ebadi Borna , Maziar | 2011

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  1. Type of Document: M.Sc. Thesis
  2. Language: English
  3. Document No: 41739 (54)
  4. University: Sharif University of Technology, International Campus, Kish Island
  5. Department: Management and Economics
  6. Advisor(s): Moayedi, Vafa; Askariazad, Mohammad Hossein
  7. Abstract:
  8. This research enlarges the content of the literature related to the business switching behavior by examining why dissatisfied customers remain in relationship with their existing service provider and do not exit, in the business to business context in Iran. The study develops and tests a model investigating the factors which potentially affect on dissatisfied customers to stay in relationship and also perform upon their repurchase intention. The proposed model specifies a set of propositions among dimensions of switching barriers, switching cost, interpersonal relationship, lack of attractive of alternative, dependence, calculative commitment, service recovery, inertia, lower price, method of payment, policy and repurchase intention. Purchasing managers were selected from wide range of markets and industries in Iran. 58 questionnaires and 10 interviews were completed in wide variety of industries, organizations and business markets in Iran, with business director or purchasing managers which were dissatisfied with existent service provider but repurchase again from it such as Mega motors, Kosha Rdiator, NISOC- oil (National Iranian South Oil company), NIDC (National Iranian Drilling Company, ABFA organization, Tochal company (official agent of Mitsubishi products in Iran), Part lastik. The achieved results of the survey were analyzed with SPSS 17. The findings indicate that, 5 of those switching barriers (pre and post switching cost, interactional justice, dependency, inertia) were excluded from model and other 11variable have positive relationship with repurchase intention. It means that among dissatisfied customers in business context in Iran these 11 switching barriers significantly increase the repurchase intention of the business customers.
  9. Keywords:
  10. Customer Satisfaction ; Business Markets ; Dissatisfaction ; Business to Business Model ; Switching Barriers ; Repurchace Intention ; Switching Costs

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