A Study of Leading Constructs on Re-purchase Intention—Mobile Telecom Services Provider is Example

• Main Authors: Cheng-Er Chung, 張正二
• Other Authors: Shang-Po Yeh
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/94639651238463390716

碩士 === 立德管理學院 === 國際企業管理研究所 === 95 === Kolter(1999) thought that consumers would feel satisfied or unsatisfied after buying goods or accepting services. If they feel much satisfied, they will come for goods again. In these three years, especially, the growth of mobile phone has being soften, which imply the market growth is getting saturated. The message tells us that the goods isn’t not the only factor to make a decision when consumer purchases. Moreover, other factors such as price, staffs, service suppliers, facilities and devices become important considerations. From the illustration above, the research will focus on the relationship of price perception, service quality, and consumer’s satisfaction and repurchase intentions as well as their differences. The findings of research which used multiple regressions showed that the overall satisfaction will rise when both preferential price and rational price of price perception affect consumer’s satisfaction. Refer to service quality such as fees, consumer supports; simple and direct purchasing procedure will also affect the overall satisfaction. Moreover, the relationship of preferential price and price acceptance to word-of-mouth repurchasing has significant influence. Meanwhile, the word-of-mouth repurchasing has also obvious affect in terms of service quality as well as consumer’s satisfaction. However, it showed little significance among each dimension. Finally, the conclusion, suggestion and constraint of the research are shown according to the consequence of the study.