Consumer Satisfaction and Repurchase Intentions

Abstract

The aim of this study is to investigate the relationship between consumer satisfaction and repurchase intentions in order to attempt to resolve the mixed views on these concepts. Data for this study were generated through the secondary sources which include: text books, journals, seminar and conference papers and internet materials. Result of the findings show that there is a positive relationship between consumer satisfaction and repurchase intentions, satisfied consumers are more likely to continue their relationship with a particular firm than dissatisfied ones. All firms that want to create and maintain competitive advantage against rivals should offer superior services to their customers. Customer satisfaction is also important for organizations as it has a positive impact on the overall financial performance of the firms. Establishing direct link between repurchase and satisfaction ratings had not been easy for many organizations and this link can be weak.However, organizations should offer qualitative products and services to their customers as they are the key factors in satisfying customers and they have a positive effect on the repurchase intentions of customers in the future.This study will be useful to both private and public organization as well as future researchers.

Keywords: Satisfaction, repurchase intentions and organizations.