Consumers' Perceptions of Quality, Satisfaction and Repurchase Intention: The Case of Locally Manufactured Leather Shoes
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Date
2010-01
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Addis Ababa University
Abstract
The aim of the study is to determine the level of Quality Perceptions,
Satisfaction, and Repurchase Intentions with regard to locally
manufactured leather shoes. An additional attempt was made to
examIne the interrelationships among user's perceived quality,
satisfaction and repurchase intentions. Dimensional variables for this
study are obtained from literature review and exploratory investigation
of preliminary questionnaire. The variables determining perceived
quality were obtained as aesthetics and "fit and jinish", durability,
store image, repairability, promotion, price, reliability, and pelj()rma nce.
However, the study used some other variables such as overall
perceived quality, overall satisfaction, repurchase intention and
demographic variables, inline with research objectives. A total of 400
questionnaires were distributed to the consumers of locally
manufactured leather shoes, however, 386 collected back (96. 5 percent
response rate) and properly jilled were retained for further analysis.
Perceived overall quality of leather shoes was found to be as above
average by the respondents, while the dimensions of price, durability,
repairability, performance, store image, and reliability were perceived to
be with above average; promotion and aesthetics and ''fit and finish"
were perceived to be below average. Overall, respondents (consumers)
were found to be as satisfied with the leather shoes manujactured in
Ethiopia and reported with higher repurchase intentions. Additionally,
there exist gender differences in quality perceptions on durability, store
image, and price dimensions. A regression model, depicting the
association of overall perceived product quality, satisfaction and
repurchase intentions was developed. Overall satisfaction was found to
be significantly predicting the repurchase intentions of the consumers,
while no significant effect of overall perceived quality was obtained over
consumer repurchase intention. However, perceived quality was found
to be contributing in developing favorab le buying intentions j()r locally
manufactured leather shoes through consumer satisfaction. Finally, the
jindings of the study can be used by the producers and retailers of the
leather shoes to design and implement their marketing strategies and
activities, specific to product design, pricing, promotion, and while
segmenting their consumers.
Keywords: Customer Perceived Quality, Satisfaction, Repurchase
[ntention, Leather Shoes, Ethiopia.
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Keywords
Customer Perceived Quality, Satisfaction, Repurchase [ntention, Leather ShoesEthiopia