An Empical Research On The Influential Factors Of Customers’ Repurchase Intention In Beer Industry

The past two decades since China’s reform and opening up have witnessed rapiddevelopment in China’s beer industry with an increasingly fierce competition. In thissense, the customer loyalty becomes more important than ever. If the brewerycompanies in China want to survive such a fierce competition, they have to retain thecustomer loyalty, and make customers repurchase their products. According to thefamous Service Profit Chain Theory, customer loyalty means extra profitability forcompanies. The repurchase behavior, which is a collective manifestation of customerloyalty, is driven by the repurchase intention. So to identify the source of customerloyalty the factors behind customers’ repurchase intention, and to adopt effectivemarketing strategy on the basis of such to secure repurchase behavior has thus becomea research subject of practical significance.This paper draws on the outstanding research findings from home and abroad, andidentifies from which the key factors affecting customers’ repurchase intention.Furthermore, brand preference is added into RI Model, which makes RI Model moreforeseeable. Drawing on the approved foreign measurement scales, this paper builds aresearch model by means of conducting a preliminary research to apply thesemeasurement scales to the study of China’s beer industry, and designs a questionaireaccordingly. In terms of the collected data, this paper includes many analytical methods,including Correlation Analysis, Intermediary Effect Test, Regression Analysis, etc.Each conclusion of this paper is verified through market interviews.It turns out customer perceived value, customer satisfaction, substitute attractiveness,brand preference have an obvious impact on RI while switch cost does not. In addition,customer perceived value has an intermediary effect on RI through customersatisfaction.This paper offers marketing suggestions to China’s beer industry. It also serves as agood reference for China’s domestic brewery companies on the identification of the factors affecting customers’ repurchase intention, and on the fomulation and executionof effective CRM and marketing strategies.