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More and more scholars and managers have discussed the importance of service quality to repeat purchase behavior. However, there are few comparative studies about the different impact of service quality on purchase decision when customers face brands from different countries in the Chinese context. In order to examine the differences between foreign brand and domestic brand, this study collect data from 402 customers who purchased foreign brand and 346 customers who purchased domestic brand. The empirical results indicate that service quality is positively related to repeat purchase behavior. However, there are significant difference between foreign brand and domestic brand. This study provides additional theoretical understanding of the impact of service quality and suggestions for managers who can better make use of resource to influence repurchasing behavior.

An Empirical Study of Service Quality and Repeat Purchase Behavior Between Foreign Brand and Domestic Brand