Drivers of consumer’s satisfaction with luxury fashion products and overall satisfaction’s impact on repurchase intention
Drivers of consumer’s satisfaction with luxury fashion products and overall satisfaction’s impact on repurchase intention

Summary/Abstract: Due to the lack of widely accepted definitions of luxury products, luxury brands and luxury consumers, the luxury domain is still ambiguous. This aspect is reflected on the reduced number of attempts to investigate more complex concepts like consumer behavior. The paper has two main objectives, namely to determine the main drivers that explain consumers’ satisfaction in case of luxury fashion products and then to establish the overall satisfaction’s impact on the repurchase intention. Data was gathered using a self administrated questionnaire and the snowball sampling technique among Romanian luxury consumers. Linear regression, used to test the hypothesis, has suggested that consumers’ overall satisfaction was influenced by the satisfaction with the comfort, the resistance, the prestige, the visibility and the quality of products, while the satisfaction regarding the style and the value did not have a significant effect. Findings also indicated that overall satisfaction has impact on the repurchase intention in case of luxury fashion products, but explained nearly half of the variation. While the study has a practical implication as in the context of rapid market globalization managers need know on what to rely on, so not to diminish consumers’ satisfaction, there are also some limits as Romania’s particularities of a post communist country may be reflected in the results. Regarding the originality, it is important to mention that the authors did not find in literature other articles that discuss the drivers of satisfaction and the satisfaction’s impact on repurchase intention in case of luxury fashion products in particular, nor for luxury products in general. Also the study contributes to the scarce empirical investigation of “real” luxury consumers

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