The impact of customer equity on the online customer repurchase intention: an empirical study on amazon and trendyol online shopping stores (Turkish online customers)

This thesis seeks to investigate the impact of customer equity through its dimensions (value, brand and relationship equity) on the repurchase intent, and this study also seeks to find out if there are differences between the Amazon and Trendyol online shopping store in the eyes of the online customers from the scope of the custumer equity and its impact on the repurchase intention. This thesis depended on the quantitative approach to configure out the relation between the two factors of our study through the questionnaire and it will use five likert scales to measure the variables. Correlation and regression analysis has been employed to test the hypothesis of this thesis; the results indicated that there is a positive and significant impact of perceived equity and customer purchase intention for the Amazon and Trendyol online shopping stores.