Examining the Relationships between Customer Satisfaction and Repurchase Behavior in Online Fashion Retailing

This study aims to find salient mediators and moderators of the customer satisfaction repurchase behavior relationship by proposing five mediating variables: information sharing, customer trust, customer commitment, perceived price value and perceived product value. Fashion-clothing online shops in Bangkok, Thailand, were chosen as the context for a survey of 340 customers. Structural equation modeling was used for data analysis. The findings indicate that satisfied customers will have a higher chance of repurchase when the customers' trust toward the retail shop is higher, which in turn results in higher commitment with the shop. Specifically, two types of mediation—partial and complete—are found. When either customer trust or customer commitment mediates the customer satisfaction-repurchase relationship, partial mediation is supported. However, when the customer satisfaction repurchase behavior relationship is first mediated by customer trust and then mediated by customer commitment, complete mediation is supported. With respect to this research, there is a need to develop the current theory explaining and predicting the customer satisfaction on repurchase behavior. Although the current findings did not support a significant mediating effect of perceived values, a reinvestigation in future research on the conditions of significant and insignificant effect of the perceived value variables on the customer satisfaction repurchase model should be conducted