Effects of Promotion on Perceived Quality and Repurchase Intention

Organizations that claim customer satisfaction is important to them, must pay special attention to these dimensions, because customers today are more sensitive to value and have a greater emphasis on price, value of services and received goods. Organizations which confer a higher value to their customers, keep them more satisfied and increase their loyalty. Therefore, due to the sensitivity of the issue, the study entitled “effect of price promotion on perceived quality and repurchase intention” seeks an answer to this question that what the impact of price promotion is on the perceived quality and repurchase intention. In this study, according to the research model, one main hypothesis (which studies the significance of effect of price promotion on perceived quality and repurchase intention) and seven secondary hypotheses (which study the significance of effect of price promotion on four variables, perceived product quality, perceived service quality, satisfaction and repurchase intention as well as studying the significant effect of perceived quality and perceived quality of product and service on customer satisfaction and studying the significant effect of satisfaction on repurchase intention separately) are planned. The research is applied in terms of purpose and descriptive – survey with correlational approach in terms of performance. The study population consisted of customers of coffee shops in 5 districts of Isfahan that 230 were selected using simple random sampling. The results showed that price promotion has a significant impact on product perceived quality and service perceived quality, satisfaction and repurchase intention. The results also showed that price promotion has a greater impact on service perceived quality than product perceived quality and product perceived quality has a greater impact on customer satisfaction than service perceived quality and finally it has proved that satisfaction has a significant impact on repurchase intention. Friedmanʹs test results showed that the highest mean is related to perceived quality of services.