Relationship Marketing and Repurchase Intentions of Customers of Fast Food Vendors in Ghana. The Moderating Influence of Perceived Risk

Abstract

Relationship Marketing (RM) continues to receive greater attention in the contemporary business world. Many research scholars and practitioners widely assume that relationship marketing increases repurchase intentions of customers. However, the present study suggests that the association between relationship marketing and repurchase intention is more complex with the introduction of a moderating variable (perceived risk).The study is to examine the effects of four RM dimensions (trust, empathy, bond, and commitment) on perceived risk and repurchase intentions. The study employed a cross-sectional research design ,cluster sampling technique and structural equations model to analysis the data collected from selected customers of fast food vendors through structured questionnaires. It was found that trust, empathy, bond, and commitment positively and significantly impact on perceived risk and repurchase intention. Thus, RM practices have a significant consequence on perceived risk and repurchase intention.The study suggested that management of fast food vendors must always be sensitive to RM practices to reduce perceived risk of customers by adjusting their services to improve customer experiences and promote lifetime brand loyalty