A study on the effect of postpurchase satisfaction to the trust and expectation of retailers.

유통업체에 대한 신뢰와 기대가 구매 후 만족에 미치는 영향에 관한 연구

This article examines customer repurchase intention change. Specially we focus whether pre-purchase expectation and post-purchase satisfactions to retailers contribute to repurchase intention change. The previous works of customer satisfaction and repurchase intention were empirically tested the product based on the disconfirmation theory. But this study present the relations between the satisfaction and repurchase intention to stores. First, this study deliberately classified the types of stores. And I set the repurchase intention process apart into three part for empirical wok. In one part, the effect of trust has on expectation was tested. At the second procedure I test the expectation impact to satisfaction. Part three was about the relations between satisfaction and repurchase. In empirical test, convenience 200 sample was used. For these sample I use questionnaires that include the intensity of repurchase intention to postpurchase dissonance. Statistically regression uses as a solid tool to prove the relations between consumer satisfaction and repurchase. MANOVA results support the level of effect that different each store. They were supported through regression analysis. Also, by MANOVA the difference of them was turned out to be significant.