A Study on Customers Repurchase Intention Towards iPhone

Abstract

Title: A Study on Customers' Repurchase Intention Towards iPhone. Background: The iPhone, a flagship product of Apple Inc., has consistently maintained a strong market presence since its inception. Understanding the factors that drive customers to repurchase iPhones is crucial for maintaining brand loyalty and market share in a highly competitive smart phone industry. Objective: This study aims to investigate the key determinants influencing customers repurchase intentions towards iPhones. Specifically, it examines the roles of customer satisfaction; brand loyalty, perceived value, and the impact of technological innovation on repurchase behaviour. Methodology: A mixed-method approach was employed, combining quantitative and qualitative data collection methods. A structured questionnaire was distributed to 157 iPhone users across various demographics. Additionally, in-depth interviews were conducted with a select group of respondents to gain deeper insights. Data were analyzed using statistical techniques including regression analysis and thematic coding. Findings: The results indicate that customer satisfaction and brand loyalty are the most significant predictors of repurchase intention. Perceived value, encompassing factors such as product quality, price, and usability, also plays a crucial role. Moreover, continuous technological innovation and the introduction of new features were found to enhance customers' likelihood of repurchasing iPhones. However, factors such as brand switching costs and market competition also emerged as influencing repurchase decisions. Conclusion: The results of this study show that the repurchase intention of the customer depends on brand trust, customer satisfaction, emotional loyalty, product attribute, and the social influence of customers. These above quality makes the people buy iPhone where the repurchase intention is high.