An analysis of the relationship between customer satisfaction, repurchase intention, and the factors affecting purchasing behavior: An example of electric oven purchases by Turkish consumers

Turkey is one of the largest white goods production bases in the world, especially in electric oven production. With the increasing awareness of health, attention to eating habits and cooking equipment began to increase. The high number of players in the sector and imports are the main factors that increase the competition in the market. By examining the consumers satisfaction, repurchase intention, and factors affecting oven purchasing behavior, companies can have the opportunity to position themselves ahead of the competition. This research was based on a survey that was conducted with 384 participants in Turkey. According to the analyses, customer satisfaction was found to strongly affect repurchase intention for the electric oven product group. Quality and consumer ethnocentrism have an effect on both customer satisfaction and repurchase intention. Brand and product features have an indirect effect on repurchase intention and after-sales services have a direct effect on the repurchase intention. One of the interesting findings of the research is that the price consciousness has no effect either directly or indirectly. Moderation effects of gender and education level were determined.