The role of customer satisfaction in the relationship between commercial friendship and repurchase intention

Today with fierce competition businesses are required make more effort to retain existing customers. Businesses need novel strategies to blend with the existing in order to be able to differentiate and be preferable for their existing customers. To this end most businesses try to create a portfolio of satisfied customers. Customer satisfaction results in commercial friendship and re-purchase intent. Ties of commercial friendship between the staff and customers may increase the satisfaction of the customer therefore positively influence repurchase intent. Developing such ties has gained substantial importance in today's fierce competition. In this study the role of customer satisfaction on the relationship between commercial friendship and re-purchase intent has been analyzed. Businesses of Carribou and CaffeineLab in Eskişehir have been picked for this study and a survey has been conducted with 391 customers. After the data were gathered hypotheses of this study have been analyzed via SPSS 16.0 software. According to ANOVA analyzes positive relationships as per the R2 values of 53,3%, 63,2% and 70.2% respectively have been found between commercial friendship and re-purchase intent, commercial friendship and customers' satisfaction level, customers' satisfaction level and re-purchase intent. The results have additionally demonstrated that customer satisfaction has an intermediary role in the relationship between commercial friendship and re-purchase intent.