Özet:

Today, the effects of globalization and the cheaper and easier communication have caused the competition between brands to intensify. In this competitive environment, the value of retaining existing customers is felt more and it becomes one of the most important goals of marketers to ensure that their existing customers purchase the same brand products again. This research was conducted to determine the factors affecting the consumer's intention to repurchase the same brand of smartphone. In this context, first of all, the variables of social impact, customer satisfaction, emotional commitment and customer habits were explained and a research model was created by revealing the effects of these variables on repurchase intention. A significant part of the main body of the research consists of the Z generation participants, who will constitute a large part of the future consumers. A total of 448 responses were received and the data obtained were tested in the SPSS 25 program. As a result of the analysis, it was seen that customer satisfaction, emotional commitment and customer habits had a significant positive effect on repeat purchasing. In addition, it was determined that iPhone users among the participants differed significantly from those who used other brands of phones, and they formed the group that said they would buy the phone brand they used again at the highest rate.

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