The effect of customer perceived value on the repurchase decision in the clothing stores
DOI:
https://doi.org/10.53591/rug.v129i2.1375Keywords:
perceived value, repurchase decision, clothes storeAbstract
Perceived value is a concept of growing interest among academics and Marketing professionalssince
it generatessustainable competitive advantage due to its direct relationship with customersatisfaction
and loyalty and is considered a reliable predictor of consumer buy-back readiness. The literature
demands greater attention to this variable in developing countries. The authors summarize five
components such as quality, price, hedonism, ethics, and health. The purpose of this study is to
evaluate the components of perceived value that influence the customer's repurchase decision in
commercial clothing stores. These were validated through a quantitative approach with a nonexperimental design, with a descriptive scope of the perceived value and correlation with the
repurchase decision. The resultsshow that the five components are statistically significant and that a
higher perceived value of the customer, a greater decision to repurchase.
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