Factors Affecting The Repurchase Intentions Of Meat Retailers In Udon Thani's Fresh Market.
Keywords:
Sales promotion, Brand experience, Brand awareness, Customer expectation, Repurchase intentionAbstract
The purpose of this research is to study the influence of Sales promotion, Brand experience affects Brand awareness and Customer expectation and study the influence of Brand awareness, Customer expectation that affect Repurchase intention of customers. This research is quantitative by collecting data from small traders in the meat group in the fresh market area Udon Thani Province, numbering 343 people. The researcher collected data using online questionnaires and field visits. The data was analyzed using descriptive statistics to describe the mean and standard deviation of the variables and a structural equation model was analyzed to check the consistency of the model with the empirical data. The causal relationship model of Repurchase intention of small traders selling meat products in the Udon Thani fresh market consists of 5 variables: Sales promotion, Brand experience, Brand awareness, Customer expectation and Repurchase intention.
The results show that the developed causal relationship model is in good agreement with the empirical data, considering CMIN/df = 2.017, CFI = 0.962, TLI = 0.922, IFI = 0.963, NFI = 0.930, SRMR = 0.058 and RMSEA = 0.054 and found that Brand awareness, Brand experience, Customer expectation and Repurchase intention at a high level Meanwhile, Sales promotion are at a moderate level. The results of the hypothesis testing revealed that Sale promotion and Brand experience have a positive influence on Brand awareness and Customer expectation with statistical significance. In addition, Customer expectation and Brand awareness it has a positive influence on Repurchase intention with statistical significance.
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