Consumers' Perceptions of Quality, Satisfaction and Repurchase Intention: The Case of Locally Manufactured Leather Shoes

No Thumbnail Available

Date

2010-01

Journal Title

Journal ISSN

Volume Title

Publisher

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.

Description

Keywords

Customer Perceived Quality, Satisfaction, Repurchase [ntention, Leather ShoesEthiopia

Citation