The Effect of Customer Satisfaction on E-Purchase Intention with Emphasis on the Mediating Role of Customer Loyalty (Case Study: Online Sports Stores)
The purpose of the present study was to determine the Impact between satisfaction and the intention to purchase electronics of sports store customers with the mediation of customer loyalty. The intended statistical population included all customers using electronic sports goods across the country. G-power software was used to estimate the statistical sample. For this purpose, the statistical sample used was 479 people. The tool of the present research was the usage questionnaire. For this purpose, 3 standard questionnaires including Darzi and Bhatt's customer satisfaction questionnaire (2018), Zuhir et al.'s customer loyalty questionnaire (2011) and Chatura and et al.'s (2008) electronic purchase intention questionnaire were used. The method of conducting this research was causal relationship, which is a type of applied research. In this research, descriptive statistics methods including central tendency indices and dispersion indices and inferential statistics methods including Pearson correlation and structural equations were used at the alpha level of 0.05. SPSS26 software was used for data analysis and PLS3 software was used for modeling structural equations. The results indicate that customer satisfaction has a significant causal relationship with customers' purchase intentions. Also, loyalty as a mediator has a more effective role on customers' purchase intention. Finally, the communication model of customer satisfaction, customer purchase intention, and customer loyalty has a good fit. Paying attention to the findings of the research, managers of sports stores that provide services electronically can first look for customer satisfaction in order to become loyal customers so that the purchase intention among customers increases.
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