Extending the Theory of Reasoned Action on Antecedents to Consumer Repurchase Intentions
Abstract
The fast food industry in Pakistan is at the maturity stage and highly competitive. Retaining old customers and attracting new ones has become diffi cult in the fast food sector. Therefore, fast food businesses have increased their focus on stimulating repurchase intentions. This study has extended the theory of reasoned action for examining the eff ect of service quality, customer satisfaction, trust and word-of-mouth communication on customer repurchase intentions in the fast food sector of Karachi. The sample size for the study was 253 with a response rate of 95%. The data was collected from the customers of preselected fast food restaurants. The empirical results show that word-of-mouth communication has the strongest eff ect on consumer repurchase intentions, followed by trust, service quality and customer satisfaction. The fi ndings are consistent with earlier studies on consumer repurchase intentions. The fast food sector should use word of mouth communication for attracting customers. Word-of-mouth communication is an economical marketing strategy and has the potential to reach a large audience. However, the fast food sector should also consider other antecedents of repurchase intentions (i.e. customer satisfaction, trust and service quality) to avoid negative word-of-mouth communication.Keywords: Service quality, customer satisfaction, trust, word-of-mouth communication, consumer repurchase intentions.References
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