A Study of Factors Influencing Repurchase Intention of Doughnuts Industry of Thailand.

Abstract

The currently intention of study is how donut industry of Thailand to influence the customer repurchase intention through service quality, food quality, food taste, product variety, brand preference, word of mouth, promotion, location and friendliness in the field of doughnuts. The researchers targeted the customers having experience with the donut industry of Thailand and the target population was ranging from 15 to 40 in both genders. This paper describes nine independent variables which are service quality, food quality, food taste, product variety, brand preference, word of mouth, promotion, location and friendliness and their affect toward the dependent variable repurchase intention. There is a low positive relationship between service quality, food quality, food taste, brand preference, promotion, location and friendliness and repurchase intention. And there is a medium positive relationship between product variety, word of mouth, and repurchase intention. This means, the 9 factors, service quality, food quality, food taste, product variety, brand preference, word of mouth, promotion, location and friendliness can be developed to increase the level of repurchase intention.