THE IMPACT OF RELATIONSHIP QUALITY ON REPURCHASE INTENTION TOWARDS THE CUSTOMERS OF AUTOMOTIVE COMPANIES IN SUDAN

Abstract

With the continuous and accelerating changing of the marketing tools, changing of consumer choices, educated consumers, merging of new competitors in the market, the automotive companies will face a fierce competition in automotive market, all these above factors create some challenges for companies such as keeping their and retaining their customers and enhancing the repurchase intention of the customers. Therefore the companies have to adopt new marketing tools such as relationship quality concept to keep and retaining customers, moreover, it is better for automotive companies to pay more effort for retaining customer rather than getting new one, and investigate more to such factors that effecting repurchase intention. There for this paper will aim to find out the relationship quality dimensions affects on repurchase intention depending on the theory of planned behavior intention approach.

Keywords: Customer Satisfaction, Customer commitment, Customer trust, Relationship quality, Repurchase intention


Article Review Status: Published

Pages: 1-15 (Download PDF)

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