The repurchase intention to fire protection equipment supplier of organization customers in Vietnam

Abstract

With the objectives to identify factors and theirs affecting the degree of fire protection equipment supplier’s repurchase intention of organization customers in Vietnam and to suggest some managerial implications to help suppliers increase this intention, the research is conducted in 2020 through three phases: two phases of qualitative research (face to face discussions with 07 experts in Ho Chi Minh City and 05 in Hanoi), one phase of quantitative analysis (with a sample of 619 organization customers in Vietnam). The factors Price perception, Relationship, Product quality, and Provided service are found to affect in descending order to Repurchase intention through Satisfaction- a direct mediation variable- and Trust- an indirect one. Two factors that directly affect Repurchase intention are Habit and Trust; of which, Habit has a stronger effect and is a moderator variable that has a negative effect on the relationship of Trust and Repurchase intention, it is the same as Chiu, Hsu, Lai, and Chang (2012) and Hsu, Chang, and Chuang (2015). Then, the providers have suggested some implications to improve the provided service, increase the product quality, trust as well as the relationship to get more opportunities to increase the repurchase intention from organization customers. In Vietnam, the researches on repurchase intention were mainly about the products; there has been no research on the repurchase intention of previous providers in the B2B section. Therefore, these research results have contributed to the literature of the research object and scope. They have also contributed a new method in Vietnam to solve the moderator variable (analyzing multi groups combined with MSEM) and the mediation variable (analyzing multi regression models combined with Bootstrapping).

Keywords

• biến điều tiết
• nhà cung cấp thiết bị phòng cháy chữa cháy
• việt nam
• ý định mua lặp lại