The Effect of First-time and Repeat Customers' Overall Satisfaction on Their Behavioural Intentions


CABER M.

2015 Prague International Academic Conference, Prague, Czech Republic, 6 - 09 September 2015, pp.1-5

  • Publication Type: Conference Paper / Full Text
  • City: Prague
  • Country: Czech Republic
  • Page Numbers: pp.1-5
  • Akdeniz University Affiliated: Yes

Abstract

This study examines the effect of overall customer satisfaction on first-time and repeat customers’ behavioural intentions in the tour operating sector. By using a multinational tour operator’s data which consist of 7,380 first-time and 7,114 repeat customers from the Eastern European countries visiting Antalya, Turkey, statistical differences between the customer groups’ overall satisfaction, and behavioural intentions were compared by t-test, firstly. Results showed that overall satisfaction values of both groups were almost equal. However, first-time customers’ recommendation and re-purchase intentions were significantly lower than repeat customers’. The effects of overall customer satisfaction on behavioural intentions were also examined by regression analysis. Findings indicated that overall satisfaction of the first-time customers’ had higher influence on their perceived value, recommendation and re-purchase intentions than repeat customers’.