The Factors that Influence Chinese Consumers' Repurchase of International Mobile Phones

In recent years, according to the research of customer satisfaction, customer loyalty, customer relationship management and relationship marketing promotion and development, the studies of retaining customers, persuading customers to repurchase, and improving customer loyalty, all of which have become the main areas of concerns. As for enterprises, having a group of loyal customers is one of the major ingredients for success. While the customers’ repurchasing intentions are a reliable indicator of psychological measurement with regard to customers’ repurchasing behaviour, and it is also one of the main measurement indicators to measure customer loyalty. There are various factors affecting customers’ repurchasing behaviour, the core of the research focuses on the factors affecting repurchasing intentions and their respective weights. The empirical study regarding the intention to repurchase is, much or less, the repurchase intention model, which lacks an effective verification. Therefore, on the basis of reviewing extensive literature, this study intends to research the factors of customers’ intentions to repurchase, to explore the different factors that will affect such intentions and to test their applicability in different aspects of the products. More specifically, this study constructs a theoretical model, which introduces the mechanism of how customers’ perceived value, customer satisfaction, switching barriers and customer loyalty influence the intentions to repurchase. This investigation makes use of, statistical analysis software and research instruments, such as questionnaires and interviews, all of which shapes the empirical research of the theoretical model. The results conclude that the theoretical model is scientific and applicable to a certain degree. Moreover, it shows that customers’ perceived value, customer satisfaction, switching barriers, and customer loyalty, all of which significantly impacts one’s intention to repurchase. According to the conclusions of this study, together with the issues that arose during practice, this thesis presents the corresponding management proposals, such as emphasising the presentation of the product’s value and focusing on improving the customers’ satisfaction of the product and service. It is important to concentrate on promoting product differentiation and enhance their competitiveness to build brand value