The research objective is to enable the marketers to better understand the parameters that influence the repurchase decision and to assess whether the factor of the level of participation influences the results. The research population consisted of young men and women between the ages of 18 and 25, who were considered as the target group. The study looked at levels of loyalty, product quality and engagement across three product categories: Low level of engagement – deodorant. Medium commitment – fashionable clothes. High turnout – cell phones.
The study examined the relationship between perceived quality and willingness to buy again.
According to the Pearson correlation between the perceived quality of the product and customer loyalty, the research results revealed a non-significant relationship with low involvement, a weakly significant relationship with medium involvement and a strong significant relationship with a product with high involvement. In other words, it can be stated that the higher the perceived quality, the higher the loyalty of the consumers, depending on the product with high involvement. If one looks at the connection between the dimensions of quality and loyalty as a whole, it can be seen that there are weakly significant positive connections between the dimensions of perceived quality (product quality, packaging quality, etc.) and product loyalty. These results illustrate that the relationship between product quality and customer loyalty is not strong and there are situations where customers prefer products that are not higher value products and even lower quality products in product categories with low involvement.
These arguments were supported by the findings on explained variance, which show that the value of the perceived quality variable has a small significant contribution to predicting customer loyalty, which increases with increasing involvement.
These results are also expressed when multiple regression is performed, the results show that perceived quality partially predicts customer loyalty. These results support the argument that perceived product quality is not always a measure of loyalty, and it is possible for customers to remain loyal to different products on a different quality hierarchy depending on need and financial ability.
The comparison of the mean values between the measures of customer loyalty showed that customers are more likely to buy the product again than to recommend it to their friends. The results show that when consumers are clearly not sufficiently involved, they compromise and do not opt for the highest quality and most advanced product in the field.
In summary, the results show that customer loyalty with low involvement is not significantly influenced by perceived product quality and the purchase decision process is influenced by other parameters. These results support the argument that perceived product quality is not a measure of loyalty, and consumers may remain loyal to different products in a different quality hierarchy based on need and economic ability. It should be noted that for products with high engagement, the consumer can develop loyalty to products with high perceived quality.