The goal of the research is to enable marketers to better understand the parameters that affect the repurchase decision and to assess whether the engagement level factor influences the results. The research population was composed of young men and women between 18 and 25 years old who were considered as the target audience. The research examined the level of loyalty, product quality and participation, in three categories of products: Low level of participation – Deodorant. Medium level of participation – fashionable clothes. High level of involvement – Cell Phones.
The research examined the relationship between perceived quality and willingness to repurchase.
The research findings showed, according to Pearson’s correlation between the perceived quality of the product and consumer loyalty, a non-significant relationship on a low level of involvement, a weak significant relationship on a moderate level of involvement and a strong relationship significant. relationship with a product with a high level of involvement. In other words, it can be determined that the higher the level of perceived quality, the greater the loyalty of consumers, depending on the product with a high level of involvement. When examining the relationship between the dimensions of quality and loyalty as a whole, it was found that there are weak significant positive relationships between the dimensions of perceived quality (product quality, packaging quality, etc.) and product loyalty. . These findings exemplify that the relationship between product quality and customer loyalty is not strong and there are situations where customers will prefer non-higher quality products and even lower quality products in product categories with low share.
These arguments were reinforced by the findings of explained variance, which show that the value of the perceived quality variable has a low significant contribution in predicting customer loyalty, which is strengthened with the increase in the level of satisfaction. involvement.
These findings are also expressed when multiple regression is performed, the findings show that perceived quality partially predicts customer loyalty. These findings strengthen the argument that perceived product quality is not always a measure of loyalty, and customers may be loyal to different products in a different hierarchy of quality, depending on their needs and financial capacity.
Comparison of means between measures of customer loyalty found that customers are more likely to repeat product purchases than to recommend them to their friends. The findings show that when consumer participation is apparently not high enough, they agree to compromise and do not choose the highest quality and most advanced product in the field.
In summary, the findings show that at low levels of involvement, consumer loyalty is not significantly influenced by the perceived quality of the product, and the purchase decision process is influenced by other parameters. These findings strengthen the argument that perceived product quality is not a measure of loyalty, and it is possible that consumers are loyal to different products in a different quality hierarchy, depending on their needs and affordability. It should be noted that in the case of high involvement products, the consumer may develop loyalty towards products with high perceived quality.
