Abstract:
This study aims to investigate the impact of product quality, service quality, contextual
experience, locational accessibility on repurchase intention mediated by customer
satisfaction among supermarket customers in Manmunai North Divisional Secretary
Division, Batticaloa. Supermarkets play a crucial role in the daily lives of customers,
offering convenience and a variety of products under one roof. Understanding the
factors that influence repurchase intention is vital for supermarket management to
enhance customer loyalty and business sustainability.
In addition to this, the researcher identified the level of these variables, their impact,
and the relationship between them. While there has been a lack of research conducted
in this area, this study focuses on 350 supermarket customers as the sample group who
purchase supermarket. The collected questionnaires were analyzed using (SPSS 25.0
Version). The findings of the study indicate that all the variables studied are significant
factors that influence repurchase intention, including product quality, service quality,
contextual experience, and locational accessibility. Furthermore, customer satisfaction
acts as a mediator (Partial) between these variables and repurchase intention.
High quality products tend to meet or exceed customer grpectations, thereby fostering
loyalty. A positive service experience enhances customer satisfaction and can lead to
repurchase intention. A pleasant contextual experience can make shopping more
enjoyable contributing to higher customer satisfaction. Conveniently located
supermarkets are likely to attract more frequent visits due to their proximity and ease
of access.
Moreover, this study provides valuable insights into the factors that influence
repurchase intention among supermarket customers in Manmunai North. The results of
the study suggest that product quality, service quality, contextual experience, locational
accessibility, and customer satisfaction are all significant factors that should consider
to influence repurchase intention and customer satisfaction.
