CUSTOMER APPRECIATION AND REPEAT PURCHASE INTENTION IN RETAIL BUSINESSES

This study examined the influence of customer appreciation on emotional connection and repeat purchase intention among retail customers in Benin City, Edo State. The study aimed to determine variations in the forms of customer appreciation used by retail businesses, assess customers’ perceptions of appreciation in dissatisfaction scenarios, and evaluate the relationship between customer appreciation, emotional connection, and repeat purchase retention. It also explored the moderating effect of demographic variables such as gender and age. The study adopted a quantitative research design using structured questionnaires administered to 384 retail customers, of which 360 responses were found valid for analysis. Data were analyzed using de scriptive statistics and multiple linear regression analysis at a 5% significance level. Findings revealed significant variations in the forms of appreciation used by retail businesses, with discounts, personalized communication, and after-sales services being most common. Customers’ perceptions of appreciation differed across dissatisfaction scenarios, indicating that the form of redress influences satisfaction recovery. The results also showed that customer appreciation significantly enhances emotional connection and repeat purchase intention among retail customers. Furthermore, demographic variables such as age and gender significantly moderated the relationship between appreciation and repeat purchase behavior.