Proceedings of The 8th International Conference on Applied Research in Management, Business and Economics
Year: 2024
DOI:
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Trust Repair, Experiential Marketing, Perceived Value, and Repurchase Intention
Shu-Hua Chien, Jyh-Jeng Wu, Chun-Yu Chiang, Pei-Yu Tseng
ABSTRACT:
Trust is a concept link between brands and customers. When consumers trust the brand, they are more satisfied with the brand and are more willing to make commitments. However, breaches of trust are common, damaging relationships and dimming prospects for future collaboration. Trust can be repaired by changing people’s behavior. Trust repair efforts for businesses will look at improving hurt consumers’ impressions of their trust in their companies. This study intends to explore the experiential marketing model on trust repair and perceived value and the mediation model of perceived value on trust repair and repurchase intention. This study takes 493 consumers who own a used car and explores the relationship between trust repair, experiential marketing, perceived value, and repurchase intention. The empirical analysis used the structural equation model (SEM). The results show that trust repair has a significant positive effect on perceived value, and perceived value has a significant positive effect on repurchase intention. Perceived value has a mediating effect on trust repair and repurchase intention. Companies can use this research argument to rethink that the focus of consumers’ purchase of goods is not on the quantity, quality, or price of goods but on emotional satisfaction and psychological recognition in the process of consumption.
keywords: Trust Repair, Experiential Marketing, Perceived Value, Repurchase Intention