The Relationships between Satisfaction, Loyalty and Repeat Purchase of Fashion Products in Vietnamese Market, Under the Impact of Ego Involvement

Abstract

The paper examines the relationships among satisfaction, loyalty and repeat purchasing behavior, in which loyalty is considered under three manifestations as commitment, trust and word of mouth. A quantitative study of the relationships among satisfaction, loyalty and repeat purchasing behavior was conducted to determine the direction, size, strength and weakness of the above relationships. It also considers the impact of independent variables including ego involvement of Vietnamese consumers.
This research presents the results of empirical research in Hanoi and Ho Chi Minh City to test the proposed theoretical model as well as research hypotheses. The results of the study show that satisfaction has a positive impact on the components of loyalty, including commitment, trust and word of mouth, in which word of mouth has a strong impact on satisfaction (0.638) and trust has the weakest impact on satisfaction (0.43). Similarly, word of mouth is also the most influential factor on repeat purchasing (0.773) and trust remains the weakest influential factor (0.533). Meanwhile, the impact of satisfaction on repeat purchasing is not much (0.489).
In particular, the paper continues to analyze the impact of ego involvement over the relationship between satisfaction, loyalty and repeat purchase. The results show a significant influence in Word-of-Mouth (0.48), Commitment (0.35), Trust (0.23).