Akademik Veri Yönetim Sistemi
Erzurum Teknik Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, sa.18, ss.18-33, 2024 (Hakemli Dergi)
After-sales services help businesses differentiate themselves from their competitors by increasing their competitiveness, building strong customer relationships, improving customer satisfaction, loyalty and brand image, persuading potential customers to purchase new products and directly influencing customers’ repurchases. A strong brand image differentiates the brand from its competitors and positively impacts consumers' purchasing behaviour, leading to repeat purchase behaviour. This study investigates whether brand image has a role in mediating the effect of after-sales services on repurchase intention in the white goods and furniture industries. For this goal, 400 data were collected from 200 white goods users and 200 furniture users via a survey form to individuals over the age of 18. The SPSS 25.0 software was used for data analysis, and mediator analysis was applied via Regression Analysis. According to the findings, brand image has a partial mediator effect between after-sales services and repurchase intention for white goods users and a full mediator effect between after-sales services and repurchase intention for furniture users.