Investigating the Impact of Service Quality and Perceived Value on Repurchase Intention with the Mediating Role of Brand Preference
Keywords:
Service Quality, Perceived Value, Brand Preference, Repurchase Intention, Insurance IndustryAbstract
The purpose of this study is to investigate the impact of service quality and perceived value on customers’ repurchase intention, with an emphasis on the mediating role of brand preference in the insurance industry. This research is applied in terms of objective, and descriptive-survey and correlational in terms of methodology. The statistical population consists of Asia Insurance customers in Mazandaran province. Based on Cochran’s formula, 196 individuals were selected using non-probability convenience sampling. The primary data collection tool was a standard questionnaire with a 5-point Likert scale, the validity and reliability of which were confirmed through confirmatory factor analysis (CFA), Cronbach’s alpha, and composite reliability. Data were analyzed using SPSS and PLS software through structural equation modeling (SEM). The findings indicate that service quality and perceived value have a positive and significant effect on brand preference and repurchase intention. Furthermore, brand preference, in addition to having a positive effect on repurchase intention, plays a significant mediating role in the relationship between service quality and perceived value with repurchase intention. The results suggest that in order to increase repurchase intention, service organizations should focus on strategies to strengthen brand preference in customers’ minds, in addition to improving quality and perceived value.
Downloads
References
[1] S. Zhou and N. S. Hudin, "How Does in-Store and Online Shopping Experiences Influence Repurchase Intentions in Shandong, China? Roles of Perceived Value, Brand Trust, and Customer Satisfaction," Plos One, vol. 20, no. 8, p. e0321485, 2025, doi: 10.1371/journal.pone.0321485.
[2] C. M. Tsai, Y.-W. Huang, and K. R. Lou, "The Effects of Service Quality, Brand Loyalty, and Customer Satisfaction on Repurchase Intention: An Empirical Case Study of Online Travel Agents in Taiwan," Asia Pacific Viewpoint, vol. 66, no. 1, pp. 73-84, 2025, doi: 10.1111/apv.12438.
[3] T. T. A. Ngo, G. K. An, D. K. Dao, N. A. Nguyen, and B. H. Phong, "Roles of Logistics Service Quality in Shaping Generation Z Customers’ Repurchase Intention and Electronic Word of Mouth in E-Commerce Industry," Plos One, vol. 20, no. 5, p. e0323962, 2025, doi: 10.1371/journal.pone.0323962.
[4] M. Krishnakumar, "Customer Satisfaction and Repurchase Intention in Online Fashion Retailing: A Cluster Analysis," Trends in Textile Engineering & Fashion Technology, vol. 9, no. 5, 2024, doi: 10.31031/tteft.2024.09.000725.
[5] K. O. Yamak, "Exploring Customer Perception of Service Quality in Coffeehouse Chains," Journal of Asian Research, vol. 4, no. 1, p. p1, 2020, doi: 10.22158/jar.v4n1p1.
[6] F. Mirza, S. Younus, N. A. Waheed, and A. Javaid, "Investigating the Impact of Product-Related and Service Quality Attributes on Re-Purchase Intention," International Journal of Research in Business and Social Science (2147-4478), vol. 10, no. 3, pp. 24-35, 2021, doi: 10.20525/ijrbs.v10i3.1107.
[7] F. Yildiz and E. Çavdar, "The Impact of E-Commerce Service Quality on Repurchase Intention," Vankulu Sosyal Araştırmalar Dergisi, no. 12, pp. 1-15, 2023, doi: 10.55089/yyuvasad.1394826.
[8] Z. N. Aninda and M. R. Roosdhani, "Exploring the Service Quality's Impact on Repurchase Intention in Service Courier Customers," Journal of Management and Business Environment (Jmbe), vol. 6, no. 1, pp. 88-107, 2024, doi: 10.24167/jmbe.v6i1.11279.
[9] E. Bakhshizadeh and H. Aliasghari, "Customer-Based Brand Equity and Customer Behavioral Intention: Evidence From Insurance Service," Remark - Revista Brasileira De Marketing, vol. 22, no. 1, pp. 439-468, 2023, doi: 10.5585/remark.v22i1.20256.
[10] M. C. Budiman and M. Kurniawati, "Analysis of the Influence of Service Quality and Perceived Risk Based on Type of Consumer on Consumer Satisfaction and Its Impact on Repurchase Intentions of Kebomas NPK Fertilizer After Centralization at PT Petrokimia Gresik," Journal of Economics Finance and Management Studies, vol. 06, no. 09, 2023, doi: 10.47191/jefms/v6-i9-14.
[11] M. Jasin and A. Firmansyah, "The Role of Service Quality and Marketing Mix on Customer Satisfaction and Repurchase Intention of SMEs Products," Uncertain Supply Chain Management, vol. 11, no. 1, pp. 383-390, 2023, doi: 10.5267/j.uscm.2022.9.004.
[12] A. R. Doeim, T. H. Hassan, M. Y. Helal, M. I. Saleh, A. E. Salem, and M. A. S. Elsayed, "Service Value and Repurchase Intention in the Egyptian Fast-Food Restaurants: Toward a New Measurement Model," International Journal of Environmental Research and Public Health, vol. 19, no. 23, p. 15779, 2022, doi: 10.3390/ijerph192315779.
[13] V. D. Vardani and C. T. Rahardja, "Unveiling Consumer Behavior: The Influence of Price, Value, and Appearance on Repurchase Intentions With a Halal Perspective," Jurnal Ekonomi Dan Bisnis, vol. 18, no. 3, pp. 257-269, 2024, doi: 10.53916/jeb.v18i3.96.
[14] H. Tian, A. B. Siddik, and M. Masukujjaman, "Factors Affecting the Repurchase Intention of Organic Tea Among Millennial Consumers: An Empirical Study," Behavioral Sciences, vol. 12, no. 2, p. 50, 2022, doi: 10.3390/bs12020050.
[15] J. M. Garcia, F. Otávio Bandeira De Lamônica, E. B. A. Santos, and J. Andrade, "Factors Affecting Satisfaction and Loyalty to Online Group Buying," Revista De Gestão, vol. 27, no. 3, pp. 211-228, 2020, doi: 10.1108/rege-02-2018-0037.
[16] L. S. K. Leung, "The Impact of Diurnal Preferences on Customer Satisfaction, Word of Mouth and Repurchasing: A Study in Indian College Online Shoppers," Asia-Pacific Journal of Management Research and Innovation, vol. 16, no. 1, pp. 21-30, 2020, doi: 10.1177/2319510x19897455.
[17] R. Nofrialdi, "Online Shopping Behavior Model: Determining the Factors Affecting Repurchase Intention," JLPH, vol. 1, no. 2, pp. 88-97, 2021, doi: 10.38035/jlph.v1i2.66.
[18] Y. Yasri, P. Susanto, M. E. Hoque, and M. A. Gusti, "Price Perception and Price Appearance on Repurchase Intention of Gen Y: Do Brand Experience and Brand Preference Mediate?," Heliyon, vol. 6, no. 11, p. e05532, 2020, doi: 10.1016/j.heliyon.2020.e05532.
[19] S. P. S. Ho and M. Y. C. Chow, "The Role of Artificial Intelligence in Consumers’ Brand Preference for Retail Banks in Hong Kong," Journal of Financial Services Marketing, vol. 29, no. 2, pp. 292-305, 2023, doi: 10.1057/s41264-022-00207-3.
[20] H. K. Muteshi, D. S. Maina, and D. G. Kinyua, "Country Brand Equity, Mediating Country Brand Choice for Foreign Direct Investment in Kenya," strategicjournals.com, vol. 9, no. 4, 2022, doi: 10.61426/sjbcm.v9i4.2440.
[21] B. Susanto and E. Ruswanti, "The Influence of Social Media Marketing Activities on Brand Loyalty in Mobile Phone Products," Eduvest - Journal of Universal Studies, vol. 4, no. 1, pp. 93-109, 2024, doi: 10.59188/eduvest.v4i1.1001.
[22] M. I. Ishaq, "Multidimensional Green Brand Equity: A Cross-Cultural Scale Development and Validation Study," International Journal of Market Research, vol. 63, no. 5, pp. 560-575, 2020, doi: 10.1177/1470785320932040.
[23] T. A. Khaya, M. Rizan, and U. Suhud, "The Role of Social Media Marketing in Strengthening Repurchase Intention: Green Marketing Practices for Vegan Skin Care Products," International Journal of Science and Management Studies (Ijsms), pp. 155-166, 2023, doi: 10.51386/25815946/ijsms-v6i4p118.
[24] R. D. Permatasari, F. Rohman, and S. P. Prabandari, "The Antecedents of Repurchase Intention at User Online Travel Agents in Indonesia Mediated by Brand Image," International Journal of Research in Business and Social Science (2147-4478), vol. 11, no. 9, pp. 67-76, 2022, doi: 10.20525/ijrbs.v11i9.2194.
[25] Y. C. Ramadhani, K. Kusyana, and M. Ismuni, "The Influence of Religiosity on Repurchase Intention With Perceived Behavioral Control and Brand Image as Connecting Factors," Kontigensi Jurnal Ilmiah Manajemen, vol. 12, no. 1, pp. 303-310, 2024, doi: 10.56457/jimk.v12i1.537.
[26] H. Prabowo, W. Astuti, and H. Respati, "Effect of Service Quality and Brand Image on Repurchase Intention Through Word of Mouth at Budget Hotels Airy Rooms," Open Journal of Business and Management, vol. 08, no. 01, pp. 194-207, 2020, doi: 10.4236/ojbm.2020.81012.
[27] A. Ratasuk, "The Impact of the No-Plastic-Bag Campaign on Customer Repurchase Intentions and Its Mechanism in the Modern Trade Business in Bangkok," Asia Social Issues, vol. 15, no. 2, p. 251631, 2021, doi: 10.48048/asi.2022.251631.
[28] Z. L. Wisker, "Examining Relationship Quality in E-Tailing Experiences: A Moderated Mediated Model," Marketing Intelligence & Planning, vol. 38, no. 7, pp. 863-876, 2020, doi: 10.1108/mip-05-2019-0284.
[29] M. Priscillia, H. Budiono, H. Wiyanto, and H. Widjaya, "The Effects of Website Design Quality and Service Quality on Repurchase Intention Among Shopee Customers in Jakarta, With Customer Trust as a Mediating Variable," vol. 174, 2021, doi: 10.2991/aebmr.k.210507.006.
[30] D. Dharmawan, L. Judijanto, N. Rahmi, Abdurohim, and L. N. A. Lotte, "Analysis of the Influence of E-Word of Mouth, Brand Image and E-Service Quality on Repurchase Intention of Digital Bank Customers," Jemsi (Jurnal Ekonomi Manajemen Dan Akuntansi), vol. 9, no. 6, pp. 2606-2612, 2023, doi: 10.35870/jemsi.v9i6.1690.
[31] M. A. Sarwar, Z. Awang, M. D. Habib, J. Nasir, and M. Hussain, "Why Did I Buy This? Purchase Regret and Repeat Purchase Intentions: A Model and Empirical Application," Journal of Public Affairs, vol. 22, no. 1, 2020, doi: 10.1002/pa.2357.
[32] A. G. Musskopf, M. Curth, M. Konrath, and M. A. Gonçalves, "The Influence of the Constructs ‘Perceived Quality’ and ‘Trust’ for the Repurchase Intention in the Market of Fitness Centers in Southern Brazil," Revista Intercontinental De Gestão Desportiva, pp. 1-16, 2021, doi: 10.51995/2237-3373.v11i1e110030.
[33] F. A. M. Sukaeri, B. Santoso, and A. D. Buchdadi, "The Effect of Product Quality and Service Quality on Repurchase Intention With Customer Satisfaction as a Mediation Variables (Case Study on CV. Prima Anugerah Sejati)," Journal of Business and Behavioural Entrepreneurship, vol. 7, no. 1, pp. 33-44, 2023, doi: 10.21009/jobbe.007.1.03.
[34] H.-L. Wu, T. Y. Chen, and B. H. Chen, "Driving Forces of Repurchasing Social Enterprise Products," Journal of Business and Industrial Marketing, vol. 37, no. 2, pp. 447-460, 2021, doi: 10.1108/jbim-08-2020-0381.
[35] İ. Gün, "Effect of Switching Cost on Repurchase Intention: A Mediation Model," Dicle Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 36, pp. 308-330, 2024, doi: 10.15182/diclesosbed.1453472.
[36] D. Chen and H. Yaacob, "Conceptualizing the Influence of Souvenir Image and Place Identity on Souvenir Repurchasing Intentions," South Asian Journal of Social Sciences and Humanities, vol. 5, no. 4, pp. 112-135, 2024, doi: 10.48165/sajssh.2024.5406.
[37] D. I. Rantung, D. W. Mandagi, N. F. Wuryaningrat, and A. L. P. Lelengboto, "Small Medium Enterprises Brand Gestalt: A Key Driver of Customer Satisfaction and Repurchase Intention," International Journal of Professional Business Review, vol. 8, no. 6, p. e01463, 2023, doi: 10.26668/businessreview/2023.v8i6.1463.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Amir Reza Fallah, Seyed Ali Nabavi Chashmi (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
