The effect of satisfaction on the intention to repurchase Beta Sport brand customers

Introduction: In sports marketing, achieving long-term profits can only be achieved by repeat customer purchases. Therefore, organizations always try to facilitate the process of repurchasing their customers and take effective steps in this regard. Repurchase intention, since it leads to increased purchases, leads to company growth and increased profitability, reducing marketing and advertising costs. If a customer, after making his first purchase, returns to that company with his predetermined decision and makes a second purchase, he has made a second purchase. Repurchase intention is a type of motivational state in customers that is used to repeat purchasing behavior. This state is the result of positive experiences that the customer gains from meeting his needs and desires. In today's markets, with increasing competition and increasing product options and features, determining consumer behavior and consumer relationship with the brand is of strategic importance. Repurchase intention is the process of visiting and purchasing goods and services from a store repeatedly in the long term, the main reason for which is positive experiences after purchase (Hiller, ۲۰۱۹). In today's dynamic market environment, sports brands are forced to focus on developing long-term relationships with their customers in order to maintain market share and achieve sustainable growth. However, many sports stores and brands have mainly focused their marketing investments on attracting new customers and do not pay enough attention to retaining current customers and encouraging them to repurchase. This approach is adopted despite numerous studies showing that the cost of attracting new customers is much higher than the cost of retaining current customers, and loyal customers play a key role in creating a sustainable competitive advantage, increasing revenue, and reducing advertising costs (Shoila et al., ۲۰۲۴). Hence, it is necessary to conduct research to examine the effect of customer satisfaction on customers' repurchase intentions. The results of such research can be used in formulating effective marketing strategies, designing branding campaigns, and improving customer experience in brands such as Beta Sport. Finally, this research can be an effective step towards promoting the theoretical literature on brand, consumer behavior, and customer satisfaction in specialized sports markets in Iran. Therefore, the present study is an attempt to answer the fundamental question of whether Beta Sport customer satisfaction affects repurchase intention. Methodology: The present study is applied in terms of purpose. In terms of data collection method, the present study is descriptive-survey. The statistical population of the study includes all customers of the Beta Sport brand. G Power۳.۱.۹.۲ software was used to determine the sample size, and the sample size was ۳۵۴ people. Cluster and simple random sampling methods were used to select sample units. To measure repurchase intention, the tools of Tarofder et al. (۲۰۱۶) and Trudy and Yadav (۲۰۲۰) were used, and to measure customer satisfaction, the standard questionnaire of Sijabat (۲۰۲۰) was used. To determine the validity of the questionnaires, face and content validity were used, and to examine the reliability of the measurement tool, Cronbach's alpha coefficient was used. To test the hypotheses, regression was used using spss۲۶ software. Findings: Descriptive results showed that out of a total of ۳۵۴ customers surveyed, ۱۲۹ (۳۶.۴۴%) were male and ۲۲۵ (۶۳.۵۶%) were female. Examining the level of education showed that the highest frequency, with ۱۱۰ and ۳۱.۰۷%, was related to the bachelor's degree level. This indicates that most respondents have academic education, which can help provide accurate and scientific information in the analysis process. Also, the highest age frequency was related to the age group of ۲۱ to ۳۰ years (۴۵.۷۶%), and out of a total of ۳۵۴ surveyed, ۱۹۲ (۵۴.۲۴%) were married and ۱۶۲ (۴۵.۷۶%) were single. The results also showed that from the perspective of Beta Sport brand customers, customer satisfaction has a positive and significant effect on their repurchase intention. (ẞ=۰.۲۵۲ and p=۰.۰۰۱). This means that a one-unit positive change in customer satisfaction will cause a ۰.۲۵۲-unit change in their repurchase intention, in a positive direction. Conclusions: In Beta Sport brand customers, customer satisfaction has a positive effect on their repurchase intention. So that about ۲۵.۲% of the changes in the customer repurchase intention variable are explained by the customer satisfaction variable. The findings of Hosseinli and Mamdova (۲۰۲۲) showed that customer satisfaction plays a key role in strengthening the repurchase intention. Lopez et al. (۲۰۱۴) also showed a positive correlation between customer satisfaction and repurchase intention. Nagizadeh Baghi et al. (۱۴۰۲) showed that customer satisfaction has a significant causal relationship with customer repurchase intention. Jones and Reynolds (۲۰۰۶) found that customer satisfaction with a store is an important predictor of repurchase intention. Repurchase intention means the customer's desire and motivation to make a purchase again from a specific brand after the initial experience of using the products or services of that brand. This concept indicates the customer's belief and decision to continue interacting with the brand in the future. Satisfied customers not only repeat their purchases, but also often become loyal brand advocates (Shore, ۲۰۱۶). When a customer feels good about their interaction with a brand, this satisfaction turns into loyal behavior, through which repeat purchases and continued brand preference are strengthened (Mohlman, ۲۰۱۵). The results of this section of the present study are consistent with the results of studies by Naghizadeh-Baghi et al. (۱۴۰۲), Tania and Albury (۲۰۲۳), Mahardika and Noormehdi (۲۰۲۳), Putri and Yasa (۲۰۲۲), who stated that satisfied customers are more likely to repurchase from the same brand.

کلیدواژه ها:

Satisfaction ، Purchase Intention ، Beta Sport