The study of factors that affect organizations repurchase intention towards tour choice in Ho Chi Minh City

Abstract

The relationship between perceived values; customer satisfaction and customer repurchase intention of organizations toward tour choice in Ho Chi Minh City (HCMC) was defined in this study. In addition, this study also identified the impacts of the five independent variables of tangibles, assurance, empathy, reliability and responsiveness and the intervening variables of perceived value and customer satisfaction on repurchase intention. Quantitative research was conducted by questionnaire with 300 middle and small organizations in HCMC, with variety statistical techniques which are factor analysis, multiple regression analyses and path analysis allows defining the relationship between independent and dependent variables of the customer repurchase intention model. Based on the results of the path analysis of the direct and indirect effects of independent variables on the dependent variable of customer repurchase intention, this study suggests the fact that a higher perceived value would lead to a higher customer satisfaction. When consumers feel satisfied with services, they would feel the choice that they have made is right. This would affirm their confidence and intention to repurchase the service in the next time. Keywords: customer repurchases intention, perceived value, customer satisfaction, path analysis.