Contributions of Marketing Factors on Customer Repurchase intentions in Convenience Store Coffee Shops in Bangkok and Mediating Role of Brand Image

Abstract

This study examined the influence of marketing factors, including perceived product quality, perceived service quality, perceived price, and promotion, on customer repurchase intentions in convenience store coffee shops in the Bangkok area and the mediating role of brand image. Survey data were collected from 427 customers and computed using partial least squares structural equation modeling. The findings suggested that product quality (β = 0.43; p < 0.01), service quality (β = 0.12; p < 0.01), and brand image (β = 0.47; p < 0.01) were significant for developing customer repurchase intentions directly. On the other hand, product quality
(t = 7.501; p < 0.01), service quality (t = 3.789; p < 0.01), and price (t = 2.691; p < 0.01) can also promote customer repurchase intentions by strengthening brand image. This can be concluded that brand image is the most important among the variables in promoting customer repurchase intentions, followed by the product quality and service quality, which could also enhance brand image to promote customer repurchase intentions, including price reasonableness.