Impact of Customer Satisfaction on Repurchase: A Case Study of Branded Fresh Milk in Sultanate of Oman
The study explains the relationship between consumer satisfaction and repurchase of branded fresh milk brand in Sultanate of Oman. The objective is to find the correlation, percentage of variance and the impact of satisfaction on repurchase. A sample of 176 Omani households are selected for the study from Nizwa. There is a strongly positive correlation between the satisfaction of consumption of A’Safwah fresh milk and consumer’s preference to buy in future (0.926). 52% variability to buy Almarai brand is influenced due to its satisfaction. 86% variability in future preference to buy A’Safwah brand is due to its satisfaction. 0.990 is the marginal effect of one unit of satisfaction of A’Safwah brand on future preference, which is greater than Almarai and Al Rawabi. The study concluded with proper suggestions for the brand marketers to improve their sales and market share.
Consumer Satisfaction, Consumer Preference, Repurchase, Fresh Milk
Abdul Ghafoor Awan and Asad-ur Rehman, 2014, impact of customer satisfaction on brand loyalty- an empirical analysis of home appliances in Pakistan. British Journal of Marketing Studies Vol. 2, No. 8, pp. 18-32.
Aisha Hamood Ali Al-Shukaili, Hajar Masoud Ali Almanyia, Noof Saleh Ghareb Al-Shariqi, Zahra Mohammed Abdullah Al-Khatri, (2018), Analysis of Consumer Preference and Consumption of Branded Fresh Milk In Nizwa, Senior project report, Unpublished.
Anderson, Eugene W. and Sullivan, Mary W. (1993), “The antecedents and consequences of customer satisfaction for firms,” Marketing Science, Vol. 12 No. 2, pp. 125-143.
Burger, P. and Cann, C. (1994). Relationship Marketing, Culture and Customer Satisfaction: Some Empirical Results, In Research Conference Proceedings, Relationship Marketing, Theory, Methods and Applications, Sheth, J. (ed)., Vol. 4.
Bus AEM and A Worsley (2003), Consumers’ Sensory and Nutritional Perception of three types of milk. Public Health Nutrition. Vol. 6, No 2. 201-208.
Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19 (4), 491-504.
Cronin, J. and Taylor, S. (1992). Measuring Service-Quality: A Reexamination and Extension, Journal of Marketing, Vol. 56, pp. 55-68.
Davidow, Moshe (2003), “Have you heard the world? The effect of word of mouth on perceived justice, satisfaction and repurchase intentions following complaint handling,” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 16, pp. 67-80.
Deslandes, Derrick D. (2003), “Assessing consumer perceptions of destinations: a necessary first step in the destination branding process,” Doctoral dissertation, Florida State University.
Durvasula, Srinivas, Steven Lysonski, Subhash C. Mehta, and Buck P. Tang (2004), “Forging relationships with services: The antecedents that have an impact on behavioural outcomes in the life insurance industry,” Journal of Financial Services Marketing, Vol. 8 No. 4, pp. 314-326.
Eggert, Andreas and Ulaga, Wolfgang (2002), “Customer perceived value: a substitute for satisfaction in business markets?” The Journal of Business & Industrial Marketing, Vol. 17 No. 2/3, pp. 107-118.
Fullerton, Gordon (2005), “The impact of brand commitment on loyalty to retail service brands,” Canadian Journal of Administrative Sciences, Vol. 22 No. 2, pp. 97-110.
Gonda, M. 2009. Available on the Internet: http://www.polnoinfo.sk/clanok/615/nutricny-vyznam-mlieka.
Harris, Kendra L. (2003), “Justice Theory in online and offline complaint satisfaction: an empirical study,” Doctoral dissertation, The George Washington University.
Hennig-Thurau, Thorsten (2004), “Customer orientation of service employees: Its impact on customer satisfaction, commitment, and retention,” International Journal of Service Industry Management, Vol. 15 No. 5, pp. 460-478.
Homburg, Christian and Annette Gierin (2001), “Personal characteristics as moderators of the relationship between customer satisfaction and loyalty - An empirical analysis,” Psychology & Marketing, Vol. 18 No. 1, pp. 43-66.
Kumar, Piyush (2002), “The impact of performance, cost and competitive considerations on the relationship between satisfaction and repurchase intent in business markets,” Journal of Service Research, Vol. 5 No. 1, pp. 55-68.
Leingpibul, Thaweephan, Sunil Thomas S., Allen Broyles and Robert H. Ross (2009), "Loyalty's influence on the consumer satisfaction and (re) purchase behavior relationship," Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 22, pp. 36-53.
Massey LK (2001), Dairy food consumption blood pressure and stroke, Journal of Nutrition, 131 (7): 1875-8.
Ministry of Livestock Development and Rural Industry (MLDRI) 1995 Policy and Programmes. Ministry of Livestock and Rural Industry, Colombo, Sri Lanka.
Mittal, Vikas and Wagner A. Kamakura (2001), “Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics,” Journal of Marketing Research, Vol. 38 No. 1, pp. 131-142.
Olsen, Svein O. (2002), “Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty,” Journal of the Academy of Marketing Science, Vol. 30 No. 3, pp. 240-249.
Preis, Michael W. (2003), “The impact of interpersonal satisfaction on repurchase decisions,” Journal of Supply Chain Management, Vol. 39 No. 3, pp. 30-38.
Quick, Martin J. and Suzan Burton (2000), “An investigation of the determinants of repurchase in a high involvement category,” Paper presented at the Australian & New Zealand Marketing Academy Conference.
Reichheld, F. F. (1993). Loyalty-based management. Harvard Business Review, 71 (2), 64–73.
Schmid ND (2006) The Health Benefits of raw milk from grass fed animals. Available online at http://www.realmilk.com/healthbenefits.html (Retrieved July 24 2007).
Seiders, Kathleen, Glenn B. Voss, Dhruv Grewal and Andrea L. Godfrey (2005), “Do satisfied customers buy more? Examining moderating influences in a retailing context,” Journal of Marketing, Vol. 69 No. 4, pp. 26-43.
Shaper AG, G Wannamethee and M Walker (1991), Milk, butter and heart disease, British Medical Journal,. 302: 785-791.
Shih, Ya-Yueh and Fang, Kwoting (2005), “Customer defections analysis: an examination of online bookstores,” The TQM Magazine, Vol. 17 No. 5, pp. 425-439.
Szymanski, David M. and David H. Henard (2001), “Customer satisfaction: A meta-analysis of the empirical evidence,” Journal of the Academy of Marketing Science, Vol. 29 No. 1, pp. 16-35.
Taylor, Steven A., Hunter, Gary L. and Longfellow, Timothy A. (2006), "Testing an expanded attitude model of goal-directed behavior in a loyalty context," Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 19, pp. 18-39.
The Dairy Council. 2014. Macro-nutrients in Milk. Available on the Internet: http://www.milk.co.uk/page.aspx?intPageID=70.
Tsai, Hsien-Tung, Heng-Chiang Huang, Yi-Long Jaw and Wen-Kuo Chen (2006), “Why online customers remain with a particular eretailer: An integrative model and empirical evidence,” Psychology & Marketing, Vol. 23 No. 5, pp. 447-464.
Wham CA and A Worsley (2003) New Zealanders’ attitudes to milk: implication for public health. Public Health Nutrition. 6. No 1. pp 73-78.
Zemel MB 2002 “Regulation of adiposity and obesity risk by dietary calcium, Mechanisms and implications.” Journal of American College of Nutrition, 21 (2): 146-151.