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

In the face of increasingly intense competition in the market, corporates'profit margins are shrinking. Because the theory and practice have proven that obtaining a new customer costs more to maintain long-term customers, it is valuable to encourage existing customers to repeat purchase. The importance of loyal customers has been widely recognized. And the customer repurchase intention has become a major research focus in recent years. Customer satisfaction strategy was once considered to be the most significant factor to affect customer repurchase intentions. But the reality is the opposite. Satisfied customers may not be with high re-purchase behavior. The customer satisfaction surveys cannot be a good predictor of the final repeat customer purchase decision. This paper summarized the results of previous studies and built a model of repurchase intention's influencing factors. This model included perceived value, customer satisfaction, switching costs, attractiveness of alternative, staff relations and the variety seeking. And it clarified the direct impacting factors and the regulating factors of customer repurchase intentionIn the empirical analysis, this article set FMCG industry's "Shampoo" product as the research object, and put 193 valid samples collected into SPSS17.0 to a nalysis the hypothesis of this article. Then it draw the main conclusion of the study the article:1. Perceived value, customer satisfaction, switching costs, staf f relations and variety seeking have a positive impact on customer repurchase i ntention; the attractiveness of alternative has a negative impact on customer rep urchase intention.2. Relationship by switching costs, attractiveness of alternati ve, staff relations and variety seeking have a regulating impact on the relations hip between customer satisfaction and customer repurchase intention.Basing on the research findings, we also gave series of corresponding practice recommendations. Enterprises should try to enhance the core product or servic e value and added value, and create a comprehensive customer satisfaction ma nagement to motivate the satisfied customers and dissatisfied customers to keep buying.