ANALYSIS OF THE EFFECT OF SERVICE QUALITY AND CONSUMER TRUST ON REPURCHASE INTEREST
Keywords:
Service Quality, Consumer Trust, Repurchase IntentionAbstract
This study aims to analyze the influence of service quality and consumer trust on repurchase intention through a literature review approach. The study was conducted by examining various relevant scientific articles to identify patterns of relationships between variables and develop a conceptual synthesis. The results of the analysis indicate that service quality plays a significant role in driving repurchase intention through positive experiences perceived by consumers, such as responsiveness, friendliness, employee competence, and service system reliability. Furthermore, consumer trust has been shown to be an important factor in reducing risk perception and increasing confidence in a product or service, thereby strengthening the tendency to repurchase. The literature synthesis indicates that these two variables complement each other in forming initial loyalty and maintaining long-term relationships between consumers and companies. Therefore, consistently improving service quality and building trust are key strategies in retaining customers and enhancing business sustainability
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