IMPACTS OF PRODUCT QUALITY, SERVICE QUALITY, CONTEXTUAL EXPERIENCE, AND LOCATIONAL ACCESSIBILITY ON REPURCHASE INTENTION; MEDIATING EFFECT OF CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO SUPEF.MARKETS IN MANMUNAI NORTH DIVISIONAL SECRETI{.V DIVISION BATTICALOA DISTRICT

Abstract

This study aims to investigate the impact of product quality, service quality, contextual experience, locational accessibility on repurchase intention mediated by customer satisfaction among supermarket customers in Manmunai North Divisional Secretary Division, Batticaloa. Supermarkets play a crucial role in the daily lives of customers, offering convenience and a variety of products under one roof. Understanding the factors that influence repurchase intention is vital for supermarket management to enhance customer loyalty and business sustainability. In addition to this, the researcher identified the level of these variables, their impact, and the relationship between them. While there has been a lack of research conducted in this area, this study focuses on 350 supermarket customers as the sample group who purchase supermarket. The collected questionnaires were analyzed using (SPSS 25.0 Version). The findings of the study indicate that all the variables studied are significant factors that influence repurchase intention, including product quality, service quality, contextual experience, and locational accessibility. Furthermore, customer satisfaction acts as a mediator (Partial) between these variables and repurchase intention. High quality products tend to meet or exceed customer grpectations, thereby fostering loyalty. A positive service experience enhances customer satisfaction and can lead to repurchase intention. A pleasant contextual experience can make shopping more enjoyable contributing to higher customer satisfaction. Conveniently located supermarkets are likely to attract more frequent visits due to their proximity and ease of access. Moreover, this study provides valuable insights into the factors that influence repurchase intention among supermarket customers in Manmunai North. The results of the study suggest that product quality, service quality, contextual experience, locational accessibility, and customer satisfaction are all significant factors that should consider to influence repurchase intention and customer satisfaction.