PC 재구매(再購買)의도에 대한 서비스품질과 고객만족의 매개변수적 역할

This study is to investigate the influences of customer relationship, product attribute, price, image and advertisements on the repurchase intention focusing on the mediating role of service quality and customer satisfaction. Firstly, this is to extend the research to the customer relationship, product attribute, price image and advertisement to find its impact on the service quality and customer satisfaction. Secondly, it is also the authors intention to find the relationship between the customer satisfaction and the service quality as well as the order which comes first to give influence to the rest. Thirdly, it is to identify the impacts of the service quality and customer satisfaction on the repurchase intention based on the positive research to prove the relationship. As the result of the research, customer relationship shows statistically significant influence on the customer satisfaction. The product attribute also gave significant impact on service quality and customer satisfaction. The price was also a significant factor to the customer satisfaction. The service quality also gave significant influence on the customer satisfaction, however, it was not significant to the repurchase intention. It is found that the service quality gave significant influence on the customer satisfaction as a preceding variable to the rest. The service quality consequently gave significant influence on the repurchase intention. This research findings would give insightful implications in understanding the relative priority in importance to formulate strategic marketing programs in the competitive market.