Factors that Influence Customer Satisfaction and Repurchase Intention

This study aimed to analyze the combined effects of interaction with the staff, physical environment, product quality, product variety, and digital payment on customer satisfaction and their subsequent impacted on repurchase intention in modern sports retail context (Sport Station stores). Customer satisfaction was also tested as a mediating variable. This research employed a quantitative approach with 150 respondents selected through purposive sampling. The Structural Equation Modeling approach based on Partial Least Squares (SEM-PLS) was used to examine the data. The results revealed that interaction with the staff, product variety, and digital payment significantly influence customer satisfaction, while physical environment and product quality did not. Customer satisfaction had a strong effect on repurchase intention and acted as a significant mediator. These findings highlighted the importance of enhancing staff interaction, product variety, and digital payment systems to foster customer loyalty. These results provided new insights into customer behaviour in sports retail industry. This study also opened opportunities for future research by incorporating emotional or digital experience variables into customer satisfaction models.