Template-Type: ReDIF-Article 1.0
Author-Name: Mohammad Moniri
Author-Name-First: Mohammad
Author-Name-Last: Moniri
Author-Email: momoniri@gmail.com
Author-Workplace-Name: Master Degree in Business Management,Department of Management, Allameh Amini Institute, Bahnemir, Iran
Author-Name: Atefe Yazdani Varzi
Author-Name-First: Atefe
Author-Name-Last: Yazdani Varzi
Author-Email: atefe.yazdani@gmail.com
Author-Workplace-Name: Assistant Professor, Department Of Management, Allameh Amini Institute, Bahnemir, Iran.
Title: Examining the Effect of Service Quality and Perceived Value on Repurchase Intention with the Mediating Role of Brand Preference
Abstract: This study aimed to investigate the impact of service quality and perceived value on repurchase intention, considering the mediating role of brand preference among customers of Asia Insurance Company. The research adopted a descriptive-survey design with an applied purpose. Based on Cochran's formula for an indefinite population, a sample of 196 participants was selected through convenience sampling. Data analysis was conducted using SPSS version 24 for descriptive statistics and SmartPLS 3 for inferential statistics and structural equation modeling. The findings revealed that service quality exerts a significant positive effect on both brand preference (β = 0.422, t = 5.266, p < 0.001) and repurchase intention (β = 0.336, t = 3.847, p < 0.001). Similarly, perceived value significantly influences brand preference (β = 0.585, t = 8.168, p < 0.001) and repurchase intention (β = 0.481, t = 5.626, p < 0.001). Brand preference also demonstrated a significant positive effect on repurchase intention (β = 0.314, t = 3.630, p < 0.001). Sobel test results confirmed the mediating role of brand preference in the relationship between service quality and repurchase intention (Z = 2.59, p < 0.01), as well as between perceived value and repurchase intention (Z = 2.15, p < 0.05). These findings indicate that insurance companies seeking to enhance customer repurchase intention should not only focus on improving service quality and creating perceived value but also place particular emphasis on strengthening brand preference as a transmission mechanism through which these variables exert their effects.
Classification-JEL: JEL
Keywords: service quality; perceived value; repurchase intention; brand preference; structural equation modeling
Journal: International Journal of Resistive Economics
Pages: 145-157
Volume: 14
Issue: 1
Year: 2026
Month: April
DOI: 10.22034/oajre.2026.572540.1185
File-URL: https://www.oajre.ir/article_242199_8eba736764b3749894db8f7306eb4c36.pdf
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File-URL: https://www.oajre.ir/article_242199.html
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Handle: RePEc:trd:journl:242199