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A Study on the Impact of New Energy Vehicle Customer Satisfaction on Repurchase Intention: A Case Study of Consumers in Guangdong Province, China |
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| รหัสดีโอไอ | |
| Creator | Guangyu Li |
| Title | A Study on the Impact of New Energy Vehicle Customer Satisfaction on Repurchase Intention: A Case Study of Consumers in Guangdong Province, China |
| Contributor | Suo Lu |
| Publisher | Stamford International University |
| Publication Year | 2568 |
| Journal Title | ASEAN Journal of Management & Innovation |
| Journal Vol. | 12 |
| Journal No. | 1 |
| Page no. | 1 - 15 |
| Keyword | New Energy Vehicles, Customer Satisfaction, Repurchase Intentions, Brand Trust |
| URL Website | https://so13.tci-thaijo.org/index.php/AJMI |
| Website title | AJMI -ASEAN Journal of Management & Innovation |
| ISSN | 2351-0307 |
| Abstract | Amid escalating global environmental concerns, new energy vehicles (NEVs) have gained widespread policy support and market acceptance worldwide for their environmental benefits and energy efficiency. In Guangdong Province, China, the promotion and adoption of NEVs are in a phase of rapid growth. This study aims to explore how enhancing customer satisfaction with NEVs can increase their repurchase intentions, thus fostering healthy market development. The primary objectives include: 1) Investigating the impacts of product quality satisfaction and service satisfaction on repurchase intentions and their mechanisms; 2) Examining the effects of product quality satisfaction and service satisfaction on brand trust and their mechanisms; 3) Exploring the impact of brand trust on repurchase intentions and its mechanisms; 4) Analyzing the mediating role of brand trust between customer satisfaction and repurchase intentions. To achieve these objectives, a quantitative research method was employed, using a survey designed from established literature to randomly sample consumers of new energy vehicles in Guangdong Province. A total of 500 questionnaires were distributed, with 466 collected and 398 validated, resulting in an 85.41% effective response rate. Data were analyzed using a Structural Equation Modeling (SEM) approach to test the research hypotheses. The results indicate that both product quality satisfaction and service satisfaction significantly positively affect repurchase intentions. Brand trust plays a significant mediating role between product quality satisfaction, service satisfaction, and repurchase intentions. These findings provide practical guidance for NEV manufacturers on how to enhance consumer loyalty and stimulate repurchase behavior by improving product and service quality and strengthening brand trust. Overall, this study not only enriches the theoretical understanding of customer behavior in the NEV market but also offers empirical evidence and strategic recommendations for the industry to better meet consumer needs, promoting sustainable development of the NEV market in Guangdong and beyond. |
