The Impact of Website Quality on Repurchase Intentions: An Attempt to Explore the Factors Affecting the Repurchase Intentions among Young Adults (18-35 Years of Age) in Pakistan

Abstract

The shopping trend is shifting from the classic brick and mortar to online globally and Pakistan is amongst the countries where the boom of digital and online shopping is creating the differentiating advantage for the brands and online stores. The phenomenon still being in the developing phase in the countries both the brands and intermediaries are concerned about customer development and primarily customer retention, which is the result of customer satisfaction lead loyalty. This paper is an attempt to gauge and understand the importance of website quality on customer satisfaction that leads to customers' trust and commitment to generate repurchase. The data has been collected from 341 young adults from all across Pakistan. Our results revealed interesting findings, primary factors being the website design, relevance of available information/information usefulness, customer friendliness, and convenience, and payment security that leads to customer satisfaction and further to purchase and repurchase intentions. The secondary being customer commitment and loyalty and which significantly support repurchases intention. Whereas, the openness of customer communication/feedback and reviews leads to repurchase but not to a very significant level as compared to other developed countries. Moreover, it confirms the importance of having a quality website as the key factor in fostering the repurchase intention of a customer.