Factors Affecting Positive Word of Mouth and Repurchase Intention: A Case Study of Clothing Retailers in Bangkok

Abstract

This study aims to test the factors that affect retailers’ satisfaction and may create repurchase intentions and positive word of mouth. The survey method was applied and questionnaires were distributed to 400 respondents. The target population consists of retailers or customers who buy clothes for resale from wholesalers. The results contribute to identifying how wholesalers have improved shop performance to maintain retailers’ satisfaction. Most retailers were satisfied with the Platinum Fashion Mall Wholesale. They have a positive impression with regard to the quality and price of the clothes. However, they will not say positive words of mouth about the place as they would like to avoid for other retailers to know their source of wholesale purchase. Since there is not significant relationship between retailer satisfaction and positive word of mouth, Platinum Fashion Mall Wholesalers should use advertising and sales promotion through various media such as radio, T.V., billboards, fashion shows and perhaps even organizes designer contests.