A Study of Customers’ Repurchase Intention Toward Smartphones in Thailand

Purpose – In this research, the purpose is to explore the impact of brand trust, customer satisfaction, emotional loyalty, product attribute, and social influence on customer repurchase intention toward smartphones in Thailand. Design/Methodology/Approach – This research is designed in order to explore the factors that influence customer repurchase intention toward smartphones in Thailand by using secondary data analysis and an archival study approach. In addition, this study has been using three frameworks from previous research to generate a new conceptual framework. Findings – This research provided factors that influence customer repurchase intention toward smartphones in Thailand. Also, this research was about the relationship between brand trust, customer satisfaction, emotional loyalty, product attribute, and social influence that influence repurchase intention. Research Limitations/Implications – There are several limitations to investigating how repurchase intention is effect by independent variables such as brand trust, customer satisfaction, emotional loyalty, product attribute, and social influence. Additionally, because this research was conducted in 2022, COVID-19 continues to spread. Therefore, the researcher distributed the question through an online channel only. Originality/value – This study is about the importance of influencing independent variables that affect the dependent variable such as repurchase intention.