An Empirical Study On The Key Factors Influencing Customer's Repurchase Intention

In recent years, as the research of customer satisfaction, customer loyalty, customer relationship management and relationship marketing promotes and develops, the researches of retaining customers, promoting customer's repurchase, improving customer loyalty have become the focus of concerns. For Enterprises, having a group of loyal customers is one of the major objectives of success, the Repurchase Intention, or RI, is a reliable indicator of psychological measurement of customers repurchase behavior, also is one of the main measurement indicators of customer loyalty. There are various factors affecting customers repurchase behavior, the Western developed countries are active on the research of this issue; the core of research is repurchase intention's factors and their weights. In China, the empirical study of repurchase intention is much less, the repurchase intention model that the West come up with lacks an effective verification, and most of previous studies were researching the single type of products.Therefore, on the basis of reviewing extensive literature, this study intends to research the factors of customer repurchase intention, explore what factors will affect customer repurchase intention, and test their applicability in different areas of products. This study constructs a theoretical model introducing the mechanism of how customer perceived value, customer satisfaction, switching barriers and customer trust influence repurchase intention.This study makes use of questionnaire and statistical analysis software, does the empirical research of the theoretical model. The results show that the theoretical model is applicable to certain degree and is scientific. Research shows that customers perceived value, customer satisfaction, switching barriers, customer trust all have an impact on repurchase intention.According to the conclusions of this study, combined with problems that arose in practice, this study presents the corresponding management proposals, such as emphasizing on the presentation of product's/service's value and improving customer delivered value; focusing on the improvement of customers satisfaction, while getting out of the misunderstanding:"satisfaction is King"; paying attention to improving the product / service differentiation, and enhancing their competitiveness; paying attention to brand-building, credit management, and so on.