The Mediating Effect of the Customer Satisfaction and Repurchase Behavior Relationship of Electronic Gadgets in Bangkok, Thailand

Abstract

This research aims to investigate the relationship between customer satisfaction and the repurchase behavior of Thailand’s electronic gadget shoppers. This research used a quantitative method by conducting online surveys of 378 customers of electronic gadget shops in Bangkok, Thailand to test the 6 hypotheses. Measures of latent variables were designed and developed through three steps: translation back translation, Item-Objective Congruence, and a pilot test. The research model was analyzed using the confirmatory factor analysis approach in Amos software. Finally, the Structural Equation Modeling technique was finally used for data analysis. The results revealed that customer trust, commitment, and perceived product value provided partial mediation of the relationship between satisfaction and repurchase behavior. Also, this research confirms a previous study that found a significant relationship between customer satisfaction and repurchase behavior was influenced but appears to be complex. Future research should investigate unimportant mediators (e.g., information sharing, perceived service values) from this research in other types of items with noticeable repurchase patterns.