The Prediction of Customer Repurchasing Behavior (Case: An Internet Service Provider)



This article develops a theoretical structural model representing the repurchase behavior so that it can measure the repurchase index. The basic model was the European customer satisfaction index that is developed here by adding two latent variables: advertisement as an independent variable and repurchase intention as a dependent variable. Data from a questionnaire survey of 150 respondents from clients of Internet Service Provider (ISP) was used to analyze the model. As shown here, PLS path modeling may represent a valuable tool to measure repurchase index in the setting of service industry, this index shows that 79% of customer would continue purchasing from the company and 21% would leave it. Our model allows for the identification of areas where the service can be improved and consequently increases the repurchase intention.