Empirical-Based Model for Repurchase Intention among Fast-Food consumers in Cebu City, Philippines
Abstract
The concept of repurchase intention was inspired by both social psychology and marketing. In general, customer retention and repurchase intentions are critical in Defensive Marketing tactics and corporate success to counteract market competition and the rising costs of obtaining new customers. Therefore, it is critical to understand the influence factors have on purchasing or retaining customers. This study aims to determine the possible variables that affect customer repurchase intention in the fast-food business, including customer satisfaction, Loyalty, and customer habit. The research locale is in Cebu City, Philippines, where numerous fast-food chains exist. The result of the study determined that the highest perceived possible predictor is Consumer Satisfaction, followed by Social Influence, Emotional Loyalty, and Habit. Multiple Regression analysis was used to predict the four independent variables to the dependent variable (Intention to Repurchase). Results of the individual predictors are Social Influence (p=0.015), Consumer Satisfaction (p=0.315), Emotional Loyalty (p=0.803), and Habit (p=0.065); only Social Influence predicts Intention to Repurchase (p=0.015). Based on the descriptive statistics, managers should consider Consumer Satisfaction in their operation; however, it should not be the top priority as it does not predict causation toward Intention to repurchase. Instead, in this model, Social Influence needs prioritization if the purpose is Customer Retention and increases repurchase intentions.
References
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Aquinia, A., Soliha, E., Liana, L., & Wahyudi, D. (2021, March). The Role of Perceived Quality and Brand Loyalty Influencing Repurchase Intention. In 3rd International Conference of Banking, Accounting, Management and Economics (ICOBAME 2020) (pp. 381-384). Atlantis Press.
Aryani, D. N., Singh, P., Liew, Y. W., Kee, D. M. H., Li, Y., Li, J., ... & Arif, W. (2021). How Brand Reputation Influences Customer Satisfaction: A Case Study of Starbucks, Malaysia. International journal of Tourism and hospitality in Asia Pasific (IJTHAP), 4(3), 60-72.
Ashfaq, M., Yun, J., Waheed, A., Khan, M. S., & Farrukh, M. (2019). Customers' expectation, satisfaction, and repurchase intention of used products online: Empirical evidence from China. Sage Open, 9(2), 2158244019846212.
Barlette, Y., & Fomin, V. V. (2008, January). Exploring the suitability of IS security management standards for SMEs. In Proceedings of the 41st Annual Hawaii International Conference on System Sciences (HICSS 2008) (pp. 308-308). IEEE.
Bastasa, K. D. S., Maravilla Jr, V. S., Espellita Jr, S. R., Calzada, R. D., & Alqueza, J. M. (2022). The Popularity of Milk Tea Amidst Covid-19 Pandemic: Perspectives of Selected Entrepreneurs in Minglanilla, Cebu Philippines.
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Bruneau, V., Swaen, V., & Zidda, P. (2018). Are loyalty program members really engaged? Measuring customer engagement with loyalty programs. Journal of Business Research, 91, 144-158.
Butcher, K., Sparks, B., & O'Callaghan, F. (2002). Effect of social influence on repurchase intentions. Journal of Services Marketing.
Casidy, R., & Wymer, W. (2016). A risk worth taking: Perceived risk as moderator of satisfaction, Loyalty, and willingness-to-pay premium price. Journal of Retailing and Consumer Services, 32, 189-197.
Chew, S. S., & Leng, H. K. (2016). The role of social influence in purchasing sports apparel. Athens Journal of Sports, 3(4), 276-284.
Chiu, C. M., Hsu, M. H., Lai, H., & Chang, C. M. (2012). Re-examining the influence of trust on online repeat purchase intention: The moderating role of Habit and its antecedents. Decision Support Systems, 53(4), 835-845.
Cho, V., & Chan, D. (2021). How social influence through information adoption from online review sites affects collective decision making. Enterprise Information Systems, 15(10), 1562-1586.
Chou, S. W., & Hsu, C. S. (2016). Understanding online repurchase intention: social exchange theory and shopping habit. Information Systems and e-Business Management, 14(1), 19-45.
Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218.
Dixon, J., Bridson, K., Evans, J., & Morrison, M. (2005). An alternative perspective on relationships, Loyalty and future store choice. The International Review of Retail, Distribution and Consumer Research, 15(4), 351-374.
Dominici, G., & Guzzo, R. (2010). Customer satisfaction in the hotel industry: A case study from Sicily. International Journal of Marketing Studies, 2(2), 3-12.
Etemad‐Sajadi, R., & Rizzuto, D. (2013). The antecedents of consumer satisfaction and Loyalty in fast food industry: A cross‐national comparison between Chinese and Swiss consumers. International Journal of Quality & Reliability Management.
Fungai, M. (2017). Factors influencing customer repurchase intention in the fast food industry: a case study of Innscor-Mutare, Zimbabwe. Business & Social Sciences Journal, 2(1), 113-133.
Henkel, D., Houchaime, N., Locatelli, N., Singh, S., Zeithaml, V. A., & Bittner, M. J. (2006). The impact of emerging WLANs on incumbent cellular service providers in the U.S.M.J. Services marketing. Singapore: McGraw-Hill.
Hume, M., Mort, G. S., & Winzar, H. (2007). Exploring repurchase intention in a performing arts context: who comes? and why do they come back?. International Journal of Nonprofit and Voluntary Sector Marketing, 12(2), 135-148.
Khan, S., Hussain, S. M., & Yaqoob, F. (2013). Determinants of customer satisfaction in fast food industry a study of fast food restaurants Peshawar Pakistan. Studia Commercialia Bratislavensia, 6(21), 56.
Khare, A., & Inman, J. (2006). Habitual Behavior in American Eating Patterns: The Role of Meal Occasions. Journal of Consumer Research, 32(4), 567-575
Kim, B., & Kim, D. (2019). A longitudinal study of habit and its antecedents in coffee chain patronage. Social Behavior and Personality: an international journal, 47(3), 1-11.
Kim, S. S., & Malhotra, N. K. (2005). A longitudinal model of continued IS use: An integrative view of four mechanisms underlying postadoption phenomena. Management science, 51(5), 741-755
Laparojkit, S., & Suttipun, M. (2021). The Influence of Customer Trust and Loyalty on Repurchase Intention of Domestic Tourism: A Case Study in Thailand During COVID-19 Crisis. The Journal of Asian Finance, Economics and Business, 8(5), 961-969.
Lee, H. J. (2020). A Study of Consumer Repurchase Behaviors of Smartphones Using Artificial Neural Network. Information, 11(9), 400.
Maram, H. K., & Kongsompong, K. (2007). The power of social influence: East-West comparison on purchasing behavior.
Maravilla, V., S. Bastasa, K., L. Resos, J., Collamar, N., & M. Alqueza, J. (2022). Theory Development for Social Entrepreneurship Engagement. Asian Journal Of Entrepreneurship, 3(2), 41-51. Retrieved from https://myjms.mohe.gov.my/index.php/aje/article/view/18523
Masigan A.J., (2019). Trends in the Food Industry. Business World
Mensah, I., & Mensah, R. D. (2018). Effects of service quality and customer satisfaction on repurchase intention in restaurants on University of Cape Coast campus. Journal of Tourism, Heritage & Services Marketing, 4(2), 27-36.
Mohammadi, S., Abdolmaleki, H., Khodadad Kashi, S., Bernal-García, A., & Gálvez-Ruiz, P. (2021). To Buy or Not to Buy: How Behavioral Habits Affect the Repurchase Intention of Cobranded Wearable Fitness Technology. Sustainability, 13(11), 6499.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer: A behavioral perspective on the consumer. Routledge.
Özkan, P., Süer, S., Keser, İ. K., & Kocakoç, İ. D. (2019). The effect of service quality and customer satisfaction on customer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing.
Pandiangan, S. M. T., Resmawa, I. N., Simanjuntak, O. D. P., Sitompul, P. N., & Jefri, R. (2021). Effect of E-Satisfaction on Repurchase Intention in Shopee User Students. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(4), 7785-7791.
Peyrot, M., & Van Doren, D. (1994). Effect of a class action suit on consumer repurchase intentions. Journal of Consumer Affairs, 28(2), 361-379.
Prasetyo, Y. T., Castillo, A. M., Salonga, L. J., Sia, J. A., Chuenyindee, T., Young, M. N., ... & Redi, A. A. N. P. (2021). Factors influencing repurchase intention in drive-through Fast Food: A structural equation modeling approach. Foods, 10(6), 1205.
Rust, R. T., Zahorik, A. J., & Keiningham, T. L. (1995). Return on quality (ROQ): Making service quality financially accountable. Journal of marketing, 59(2), 58-70.
Seetharaman, P. B. (2004). Modeling multiple sources of state dependence in random utility models: A distributed lag approach. Marketing Science, 23(2), 263-271.
Uddin, M. B. (2019). Customer loyalty in the fast food restaurants of Bangladesh. British Food Journal.
Wang, S. T. (2014). Consumer characteristics and social influence factors on green purchasing intentions. Marketing Intelligence & Planning.
Wen, C.; Prybutok, V.R.; Xu, C. An integrated model for customer online repurchase intention. J. Comput. Inf. Syst. 2011, 52, 14–23.
Zhou, Q., Xu, Z., & Yen, N. Y. (2019). User sentiment analysis based on social network information and its application in consumer reconstruction intention. Computers in Human Behavior, 100, 177-183.
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 12(2), 125-143.
Aquinia, A., Soliha, E., Liana, L., & Wahyudi, D. (2021, March). The Role of Perceived Quality and Brand Loyalty Influencing Repurchase Intention. In 3rd International Conference of Banking, Accounting, Management and Economics (ICOBAME 2020) (pp. 381-384). Atlantis Press.
Aryani, D. N., Singh, P., Liew, Y. W., Kee, D. M. H., Li, Y., Li, J., ... & Arif, W. (2021). How Brand Reputation Influences Customer Satisfaction: A Case Study of Starbucks, Malaysia. International journal of Tourism and hospitality in Asia Pasific (IJTHAP), 4(3), 60-72.
Ashfaq, M., Yun, J., Waheed, A., Khan, M. S., & Farrukh, M. (2019). Customers' expectation, satisfaction, and repurchase intention of used products online: Empirical evidence from China. Sage Open, 9(2), 2158244019846212.
Barlette, Y., & Fomin, V. V. (2008, January). Exploring the suitability of IS security management standards for SMEs. In Proceedings of the 41st Annual Hawaii International Conference on System Sciences (HICSS 2008) (pp. 308-308). IEEE.
Bastasa, K. D. S., Maravilla Jr, V. S., Espellita Jr, S. R., Calzada, R. D., & Alqueza, J. M. (2022). The Popularity of Milk Tea Amidst Covid-19 Pandemic: Perspectives of Selected Entrepreneurs in Minglanilla, Cebu Philippines.
Bouda, N., & Akkarene, R. (2021). Brand Commitment and Behavioral Loyalty: What is the Relationship? Empirical study. Revue d’Économie & de Gestion, 5(1), 18-31.
Bruneau, V., Swaen, V., & Zidda, P. (2018). Are loyalty program members really engaged? Measuring customer engagement with loyalty programs. Journal of Business Research, 91, 144-158.
Butcher, K., Sparks, B., & O'Callaghan, F. (2002). Effect of social influence on repurchase intentions. Journal of Services Marketing.
Casidy, R., & Wymer, W. (2016). A risk worth taking: Perceived risk as moderator of satisfaction, Loyalty, and willingness-to-pay premium price. Journal of Retailing and Consumer Services, 32, 189-197.
Chew, S. S., & Leng, H. K. (2016). The role of social influence in purchasing sports apparel. Athens Journal of Sports, 3(4), 276-284.
Chiu, C. M., Hsu, M. H., Lai, H., & Chang, C. M. (2012). Re-examining the influence of trust on online repeat purchase intention: The moderating role of Habit and its antecedents. Decision Support Systems, 53(4), 835-845.
Cho, V., & Chan, D. (2021). How social influence through information adoption from online review sites affects collective decision making. Enterprise Information Systems, 15(10), 1562-1586.
Chou, S. W., & Hsu, C. S. (2016). Understanding online repurchase intention: social exchange theory and shopping habit. Information Systems and e-Business Management, 14(1), 19-45.
Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218.
Dixon, J., Bridson, K., Evans, J., & Morrison, M. (2005). An alternative perspective on relationships, Loyalty and future store choice. The International Review of Retail, Distribution and Consumer Research, 15(4), 351-374.
Dominici, G., & Guzzo, R. (2010). Customer satisfaction in the hotel industry: A case study from Sicily. International Journal of Marketing Studies, 2(2), 3-12.
Etemad‐Sajadi, R., & Rizzuto, D. (2013). The antecedents of consumer satisfaction and Loyalty in fast food industry: A cross‐national comparison between Chinese and Swiss consumers. International Journal of Quality & Reliability Management.
Fungai, M. (2017). Factors influencing customer repurchase intention in the fast food industry: a case study of Innscor-Mutare, Zimbabwe. Business & Social Sciences Journal, 2(1), 113-133.
Henkel, D., Houchaime, N., Locatelli, N., Singh, S., Zeithaml, V. A., & Bittner, M. J. (2006). The impact of emerging WLANs on incumbent cellular service providers in the U.S.M.J. Services marketing. Singapore: McGraw-Hill.
Hume, M., Mort, G. S., & Winzar, H. (2007). Exploring repurchase intention in a performing arts context: who comes? and why do they come back?. International Journal of Nonprofit and Voluntary Sector Marketing, 12(2), 135-148.
Khan, S., Hussain, S. M., & Yaqoob, F. (2013). Determinants of customer satisfaction in fast food industry a study of fast food restaurants Peshawar Pakistan. Studia Commercialia Bratislavensia, 6(21), 56.
Khare, A., & Inman, J. (2006). Habitual Behavior in American Eating Patterns: The Role of Meal Occasions. Journal of Consumer Research, 32(4), 567-575
Kim, B., & Kim, D. (2019). A longitudinal study of habit and its antecedents in coffee chain patronage. Social Behavior and Personality: an international journal, 47(3), 1-11.
Kim, S. S., & Malhotra, N. K. (2005). A longitudinal model of continued IS use: An integrative view of four mechanisms underlying postadoption phenomena. Management science, 51(5), 741-755
Laparojkit, S., & Suttipun, M. (2021). The Influence of Customer Trust and Loyalty on Repurchase Intention of Domestic Tourism: A Case Study in Thailand During COVID-19 Crisis. The Journal of Asian Finance, Economics and Business, 8(5), 961-969.
Lee, H. J. (2020). A Study of Consumer Repurchase Behaviors of Smartphones Using Artificial Neural Network. Information, 11(9), 400.
Maram, H. K., & Kongsompong, K. (2007). The power of social influence: East-West comparison on purchasing behavior.
Maravilla, V., S. Bastasa, K., L. Resos, J., Collamar, N., & M. Alqueza, J. (2022). Theory Development for Social Entrepreneurship Engagement. Asian Journal Of Entrepreneurship, 3(2), 41-51. Retrieved from https://myjms.mohe.gov.my/index.php/aje/article/view/18523
Masigan A.J., (2019). Trends in the Food Industry. Business World
Mensah, I., & Mensah, R. D. (2018). Effects of service quality and customer satisfaction on repurchase intention in restaurants on University of Cape Coast campus. Journal of Tourism, Heritage & Services Marketing, 4(2), 27-36.
Mohammadi, S., Abdolmaleki, H., Khodadad Kashi, S., Bernal-García, A., & Gálvez-Ruiz, P. (2021). To Buy or Not to Buy: How Behavioral Habits Affect the Repurchase Intention of Cobranded Wearable Fitness Technology. Sustainability, 13(11), 6499.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer: A behavioral perspective on the consumer. Routledge.
Özkan, P., Süer, S., Keser, İ. K., & Kocakoç, İ. D. (2019). The effect of service quality and customer satisfaction on customer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing.
Pandiangan, S. M. T., Resmawa, I. N., Simanjuntak, O. D. P., Sitompul, P. N., & Jefri, R. (2021). Effect of E-Satisfaction on Repurchase Intention in Shopee User Students. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(4), 7785-7791.
Peyrot, M., & Van Doren, D. (1994). Effect of a class action suit on consumer repurchase intentions. Journal of Consumer Affairs, 28(2), 361-379.
Prasetyo, Y. T., Castillo, A. M., Salonga, L. J., Sia, J. A., Chuenyindee, T., Young, M. N., ... & Redi, A. A. N. P. (2021). Factors influencing repurchase intention in drive-through Fast Food: A structural equation modeling approach. Foods, 10(6), 1205.
Rust, R. T., Zahorik, A. J., & Keiningham, T. L. (1995). Return on quality (ROQ): Making service quality financially accountable. Journal of marketing, 59(2), 58-70.
Seetharaman, P. B. (2004). Modeling multiple sources of state dependence in random utility models: A distributed lag approach. Marketing Science, 23(2), 263-271.
Uddin, M. B. (2019). Customer loyalty in the fast food restaurants of Bangladesh. British Food Journal.
Wang, S. T. (2014). Consumer characteristics and social influence factors on green purchasing intentions. Marketing Intelligence & Planning.
Wen, C.; Prybutok, V.R.; Xu, C. An integrated model for customer online repurchase intention. J. Comput. Inf. Syst. 2011, 52, 14–23.
Zhou, Q., Xu, Z., & Yen, N. Y. (2019). User sentiment analysis based on social network information and its application in consumer reconstruction intention. Computers in Human Behavior, 100, 177-183.
Published
2022-09-01
How to Cite
M. ALQUEZA, Jessalyn et al.
Empirical-Based Model for Repurchase Intention among Fast-Food consumers in Cebu City, Philippines.
Asian Journal of Research in Business and Management, [S.l.], v. 4, n. 3, p. 100-110, sep. 2022.
Available at: <https://myjms.mohe.gov.my/index.php/ajrbm/article/view/19350>. Date accessed: 24 mar. 2025.
Section
Articles
