IDEAS home Printed from https://ideas.repec.org/a/taf/oabmxx/v11y2024i1p2414863.html
   My bibliography  Save this article

Structural model of repeating purchase in training institute: the effect of satisfaction, price, and service quality

Author

Listed:
  • Ronny Kountur
  • Aprihatiningrum Hidayati
  • Siti Nuraisyah Suwanda

Abstract

Repeat purchases are an important element in marketing because they increase revenue. For commercial training institute, revenue is also important. Studies have shown that price of an initial purchase relates to repeat purchases; however, the strength of this relationship may depend on several variables. This study aims to determine whether satisfaction and service quality can moderate the relationship between price and repeat purchases specifically in a training industry. We analyzed 90 courses offered by a training institute. Using the partial least squares statistical technique, we find that the price of training predicts repeat purchases. The relationship between price and repeat purchases strengthens as satisfaction improves but not service quality. However, both satisfaction and service quality had a positive effect on repeat purchases. Therefore, in addition to the fee to attend training, training institutes need to improve participants’ satisfaction and service quality, thus improving the firm’s repeat purchase.

Suggested Citation

  • Ronny Kountur & Aprihatiningrum Hidayati & Siti Nuraisyah Suwanda, 2024. "Structural model of repeating purchase in training institute: the effect of satisfaction, price, and service quality," Cogent Business & Management, Taylor & Francis Journals, vol. 11(1), pages 2414863-241, December.
    • Handle: RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2414863
    DOI: 10.1080/23311975.2024.2414863
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/23311975.2024.2414863
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/23311975.2024.2414863?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2414863. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://cogentoa.tandfonline.com/OABM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.