The Determinants of Consumer Repurchase Intention in Luxury Watch Industry

• Main Authors: Chen, Ming-Hung, 陳銘鴻
• Other Authors: Lai, Chi-Shiun
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/gexgk8

碩士 === 國立雲林科技大學 === 企業管理系 === 103 === As the uprising of quality of life, the consumers also burn more of cashes on boutiques. Also the trend of consuming luxurious watches is growing yearly. Retailers are competing by opening up stores by stores. Besides emphasizing on value of products, they also offer multi-dimensional service and sense for consumers to obtain the chance of repurchasing. The research takes H Company as example, referring to the viewpoint of consumers to the repurchasing that for us to do the research and analysis. We adopt deep interviewing method, interviewing the customers of H Company to realize the affective factors of repurchase intention. We adopt content-analyzed method to obtain the result, finding the factors influencing the repurchase intention of consumers are divided into the store image, customer benefit and after-sales service three main parts. Store image is separated into detailed five parts which are attitude of service, professional knowledge, price of product, sorts of product and traffic convenience. Customer benefit separated for four parts which are purchasing tendency, good credit of company, social friendship and special treatment. After-sales service separated for two parts which are maintaining technique and customer’s problem solving. At last our research brings up managing implication, looking forward to offering the multi-dimensional practical suggestions on luxurious watch stores which are prone to have the service approaching to meet consumers’ requirements. Also consumers will receive more satisfaction which may bring both more benefits. We’ll keep doing contribution on both practical and academic parts as a reference for further researches. Keywords︰Repurchase intention, Store image, Customer benefits, After-sales service