Exploring factors influencing on organizational repurchases intention in B2B tourism context

• Main Authors: Tung Tran Anh, Chau Tran Ngoc Diem, Linh Nguyen Tran Cam, Thuy Nguyen Viet
• Format: Article
• Language: English
• Published: Growing Science 2019-09-01
• Series: Management Science Letters
• Subjects: Customer repurchases intention; Perceived value; Customer satisfaction; Path analysis
• Online Access: http://www.growingscience.com/msl/Vol10/msl_2019_279.pdf
• ISSN: 1923-9335; 1923-9343

The relationship between perceived values; customer satisfaction and customer repurchase intention of organizations toward tour choice in Ho Chi Minh City (HCMC) was defined in this study. In addition, this study also identified the impacts of the five independent variables of tangibles, assurance, empathy, reliability and responsiveness and the intervening variables of perceived value and customer satisfaction on repurchase inten-tion. Quantitative research was conducted by questionnaire with 300 middle and small organizations in HCMC, with variety of statistical techniques; including factor analysis, multiple regression analyses and path analysis to find the relationship between independent and dependent variables. Based on the results, the study suggests the fact that a higher perceived value would lead to a higher customer satisfaction. When consumers feel satisfied with services, they feel the choice was correct, which increases the customer’s confidence and intention to repurchase the service in future.