Research On Repurchase Behavior Of Information Technology Industry

In the information era, customers have more and more demand for information technology products and services. Therefore technology innovation comes faster and faster. The competition in information technology industry becomes more intensive than ever before. If an IT company wants to have a stable position in the market and gets a steady revenue income, it has to consider getting a long term business relationship with its customers. If the customers have repeatable purchase behavior, the IT Company will have steady incomes. IT companies take it as an important target to raise customers'repeatable purchase behavior. Raising repeatable purchase behavior is also a key point for customer relationship management and marketing. This thesis will take customers' repeatable purchase behavior as the key research topic, and will also cover the main influence factors.First, this thesis will review crucial papers on influence factors on repeatable purchase behavior, then will table the four key factors based on previous research. Based on the analysis of customer relationship and its lifecycle, I will create a research data model on the four key models:customer perception value, customer satisfaction, customer trust and transforming obstacle. Then through questionnaire survey and survey analysis, I will value the impact of each factor. The results show that customer perception value, customer satisfaction, customer trust and transforming obstacle all show great impact on customer's repeatable purchase behavior. In the end, the thesis gives management suggestions to IT companies as the research result. This thesis also gives practical examples on brand strategy, Product strategy, marketing strategy and customer care plan etc. The last but not the least, the thesis shows the limitations of the research and prospect of future research.