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What is Repurchase Intentions

Chapter 8
Multidisciplinary Perspectives Towards Building a Digitally Competent Society
The decision of the customer to conduct additional business with the retailer or supplier is known as repurchase intention ( Hume et al., 2007 ).
Published in Chapter:
Assessing E-Services: Satisfaction and Repurchase Intentions Among Viewers of Video Streaming Services
Silky Gaur (GIMS, Greater Noida Institute of Management Studies, India), Rahul Gupta (Amity University, Noida, India), and Jaspreet Kaur (Pearl Academy, India)
Copyright: © 2022 |Pages: 14
DOI: 10.4018/978-1-6684-5274-5.ch008
Abstract
The demand for video streaming-based services (VSS) has increased immensely due to their comprehensive content, instant playback, flexibility to watch, and affordable costs. People have access to entertainment with a simple click at their convenience which wasn't possible on traditional television platforms. With companies ready to wrestle for a more significant market chunk, focusing only on price strategies might be a deficient perspective for the future. By enhancing e-service quality, a company can make its loyal base of customers leading to profitability. This study focuses on the quality of e-services relevant to VSS with its satisfactory and repurchasing impact on the client. Responses come from a questionnaire designed and distributed among Indian consumers using video streaming services. SPSS technique is used for result formulation. Implications for marketing managers and the scope for future research are proposed.
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