Underlying Effect of Customer Satisfaction on Repurchase Intentions: Mediating role of Trust and Commitment

Abstract

Pakistani banking industry rivalry becomes more intense with the development of this sector.  This study aims to examine the relationship between customers satisfaction and repurchase intentions through the prologue of trust and commitment as mediators in the banking industry of Pakistan. 225 customers of banks was included in the analysis with 87% response rate. Results showed positive relationship between satisfaction and repurchase intentions, trust and repurchase intentions, trust and commitment. Satisfaction positively enhances the trust subsequently trust fosters the commitment and this increase the repurchase intentions of customer. Commitment and trust both are act as mediators between customers satisfaction and repurchase intentions. These findings have strategic implications for increasing customers repurchase intentions in banking industry of Pakistan.

Keywords: Satisfaction, Trust, Commitment, Repurchase intentions