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KMID : 1023420150150010077
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Journal of Dental Hygiene Science
2015 Volume.15 No. 1 p.77 ~ p.82
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An Analysis on the Purchase Satisfaction, Repurchase Intention and Recommendation according Toothpaste Choice Standard
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Han Ye-Seul
Lee Ji-Eun
Moon Hak-Jin
Lim Soon-Ryun
Cho Young-Sik
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Abstract
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The purpose of this study was to understand the buying behavior characteristics of the customers. Also, it was intended to provide information to provide companies marketing strategy. The criteria of purchasing toothpaste was to try to understand the impact on satisfaction, recommendation and repurchase Intention. The study was surveyed 248 customers who re-buy the toothpaste in oral care products showroom at university dental hospital. Statistical analysis was performed using PASW Statistics 18.0 and AMOS 18.0 at the 5% significance level. The results were as follows: ‘Flavor’, ‘Price’, ‘Brand’, ‘Function’, ‘Design’ of toothpaste and satisfaction showed a positive correlation. Satisfaction and repurchase intention, Recommendation showed a positive correlation. Selection criteria that affect the satisfaction when customers buy toothpaste, ‘Function’ was the greatest and others became the order of the ‘Brand’, ‘Flavor’, ‘Price’. Satisfaction affect the recommendation and repurchase Intention. If customers are satisfied with the toothpaste products, showed the Repurchase Intention, have shown opinion that is willing to recommend this product to others. Therefore, dentistry and manufacturers of toothpaste must share a lot of information about toothpaste with customers. Also, information, function, flavor of toothpaste as well as other oral care product, It will be a needed the continuing research and development.
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KEYWORD
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Purchase , Recommendation , Repurchase Intention , Satisfaction , Toothpaste
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