A STUDY OF ONLINE CUSTOMERS REPURCHASE INTENTION USING THE 4RS OF MARKETING FRAMEWORK

With increased e-commerce competition, people are now resorting to online shopping instead of traditional stores do personal shopping. the current pandemic, there is more reason why shoppers would not step out their homes. It’s therefore imperative for companies engaged in find ways on how influence its customers a repeat purchase with an eye towards long-term goal cultivating long term relationships them. The main purpose this study was investigate impact variables based framework 4Rs marketing trust and repurchase intentions. Ninety-seven Lazada website participated data collection done mainly using questionnaire. Findings indicated that assurance, corporate image, customer satisfaction, perceived usefulness, value significantly predicted Furthermore, revealed can be significant mediator between abovementioned Lastly, has provided useful insight help managers understand maintain relationship by enhancing Considering intense only way go survive. Keywords: Online Customers Repurchase Intention; Marketing. JEL Classifications: M1; M3 DOI: https://doi.org/10.32479/irmm.11009