Empirical-Based Model for Repurchase Intention among Fast-Food consumers in Cebu City, Philippines
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.
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