Factors Affecting Repurchase Intention of Customers: In the Context of Retail Chain Store Industry in Bangladesh

Abstract

This study inspects the various factors affecting the repurchase intention of consumers towards a retail chain store in Bangladesh. The research is divided into two part. First part includes a focus group interview to identify the factors important to consumers to revisit the store. These factors are store image, perceived value and satisfaction. The second part includes a survey of 110 retail store customer to check the validity and reliability of the variables and a seven rating scales is used for this purpose. For the analysis the researcher used various statistical tools like mean, standard deviation, correlation and regression. The results found two factors, perceived value and satisfaction are significantly related to repurchase intention and store image is not statistically and significantly associated to intention. The applications in management and implications for future research are discussed.

Keywords: store image, store satisfaction, perceived value, repurchase intention