Examining the effect of service quality on repeat visits, repurchase intention and word of mouth advertising with regard to the mediating role of customer trust and satisfaction in online shopping of health and cosmetic products (case study: Mahland

Subject Areas : Commercial Management

fahameh farahbakhsh ¹ (Mahland site sales and marketing manager)

Received: 2023-06-17 Accepted : 2023-07-08 Published : 2023-05-22

Keywords: Customer Satisfaction, Service Quality, Word of mouth advertising, repeat visit, repeat purchase intention,

Abstract :

The present research is trying to investigate the effect of service quality on repeat visits, repurchase intention and word of mouth advertising with regard to the mediating role of customer trust and satisfaction in the online purchase of health and cosmetic products so that businesses can provide effective solutions and corrective measures. And proactively, they can increase the amount of revisits, repurchase intentions, and word of mouth from online shopping for cosmetics; The aim of the current research was to investigate the effect of service quality on repeat visits, repurchase intention and word of mouth advertising regarding the mediating role of customer trust and satisfaction in the online purchase of health and cosmetic products (case study: Mahland Cosmetics website). The current research method is a descriptive survey method, and in terms of its purpose, it is considered part of applied research; the instrument of the current research is a questionnaire, the validity of which has been confirmed by the supervisor and marketing experts of Mahland Cosmetics Company, and its reliability for each variable is more than 0.7. The statistical population of this research includes all the customers of Mahland online shopping for cosmetics and health products who have experienced buying cosmetics and health products online. Karjesi-Morgan, there are 384 persons, 420 questionnaires were distributed by available sampling method and 384 complete questionnaires were collected; The analysis of research hypotheses has been done according to structural equation modeling analysis and the use of Lisrel software version 8.80, and the results show the effect of service quality on customer satisfaction and customer trust, confirming the effect of customer satisfaction on repurchase intention, confirming the effect of satisfaction Customers have had a repeat visit and finally confirmed the effect of customer trust on repurchase intention, word of mouth advertising and repeat visit to the Mahland cosmetics site, while customer satisfaction has not affected the word of mouth advertising of the Mahland cosmetics site.