New Search

Export article
Open Access

An Integrated Model for Sport Consumer Repurchase Intention: A case in the Commercial Martial Arts Schools

Tanjian Liang, Ouyang Lei, Paul Ballard, Xiaoping Fan

Abstract: The retention of customers is fundamental to the success of sport organizations for a variety of reasons, not the least of which is it is less expensive for an organization to keep a current customer than to gain a new one. Since customer repurchase intention is an important indicator to predict repurchase behavior, exploring the factors that influence this behavior has important theoretical and practical implications in the commercial martial arts school market. Although previous research provides a foundation for the factors that influence a customer’s repurchase intention, additional empirical work is warranted. This study is designed to integrate the findings of previous studies and examine how utilitarian factors (perceived value and switching cost), a hedonic factor (perceived enjoyment), and social/psychological factors (confirmation and satisfaction) directly or indirectly influenced consumers’ repurchase intentions in the context of commercial martial arts schools. The results indicated that customer satisfaction had the strongest impact on customer repurchase intention, followed by perceived enjoyment, switching costs, confirmation, and perceived value.
Keywords: behavior / repurchase intention / commercial martial / Arts Schools / martial arts / satisfaction / previous / Sport

Scifeed alert for new publications

Never miss any articles matching your research from any publisher
  • Get alerts for new papers matching your research
  • Find out the new papers from selected authors
  • Updated daily for 49'000+ journals and 6000+ publishers
  • Define your Scifeed now

Share this article

Click here to see the statistics on "Journal of International Education and Practice" .
Back to Top Top