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Article history: Received: August 18 2019 Received in revised format: August 18 2019 Accepted: September 23, 2019 Available online: September 23, 2019 The relationship between perceived values; customer satisfaction and customer repurchase intention of organizations toward tour choice in Ho Chi Minh City (HCMC) was defined in this study. In addition, this study also identified the impacts of the five independent variables of tangibles, assurance, empathy, reliability and responsiveness and the intervening variables of perceived value and customer satisfaction on repurchase intention. Quantitative research was conducted by questionnaire with 300 middle and small organizations in HCMC, with variety of statistical techniques; including factor analysis, multiple regression analyses and path analysis to find the relationship between independent and dependent variables. Based on the results, the study suggests the fact that a higher perceived value would lead to a higher customer satisfaction. When consumers feel satisfied with services, they feel the choice was correct, which increases the customer’s confidence and intention to repurchase the service in future. © 2020 by the authors; licensee Growing Science, Canada

Exploring factors influencing on organizational repurchases intention in B2B tourism context