Abstract

This paper develops a new research model to examine the role of trust, attitude, communication, image, customer satisfaction and service quality in explaining repurchase intention. Paper survey was distributed to DELL laptop users in Shiraz, Iran. Paper surveys were distributed in ten sales agencies to customers. A total of 731 valid questionnaires were returned. The questions used in this study were taken from the relevant literature, and contained 28 questions addressing all the variables: customer satisfaction (4 items), image (5 items), trust (6 items), attitude (3 items), communication (4 items), service quality (3 items) and repurchase intentions (3 items). Confirmatory factor analysis was conducted to examine the reliability and validity of the measurement model, and the structural equation modelling technique was used to test the research model. The findings suggest that trust was most influenced by attitude (42%), communication (35%), and image (29%). This study shows that the most impacts of trust are on customer satisfaction (38%), and service quality (31%). Besides, repurchase intention was most influenced by customer satisfaction (47%), and service quality (44%). This study suggests that to enhance customer repurchase intention, service provider should develop marketing strategies to better address the trustworthiness of services.

Key words: Attitude, image, trust, repurchase intention, communication, customer satisfaction, service quality.