Product Quality, Convenience and Brand Loyalty: A Case Study of SilverQueen’s Adolescent Consumers

Abstract

The present study analyzed the relationship between product quality and repurchase behavior as well as a relationship between convenience and repurchase intention-behavior based on the perspective of Expectancy Disconfirmation Theory and Resource Matching Theory. Data was accumulated from 366 students of Sophomore and senior high school in Denpasar City who consumed Silver Queen chocolates, with convenience sampling technique. Differing from previous studies, this study reveals that in the adolescent segment market of chocolate bar product, the relationship between quality as well as convenience and repurchase intention are not significant. The reasons for the findings may be students’ limited financial capacity, subjective norms or different consumption orientation between the children segment market and adolescent segment market. Further study needs to explore the effects of subjective norms and shopping orientation effects on intention to purchase chocolate bar products.