Influences on supplier repurchase selection of UK importers

Abstract

Purpose To investigate the influence of supplier‐performance criteria on importers' decisions to repurchase from the same source, in the context of wine‐importing. Design/methodology/approach Selection criteria were derived from the literature and preliminary discussion with importers. Hypotheses were formulated, linking criteria and performance attributes to post‐purchase re‐buying intentions. Data were collected by self‐completion questionnaire from 152 UK‐based wine importers, and analysed by multiple regression. Findings Supplier performance with respect to relationship commitment, payment facilities and product quality has a positive impact on repurchase intentions; the influence of price and brand recognition was found to be insignificant. Research limitations/implications The study was limited geographically and by questioning only importers. Future study should investigate relevant behaviour across a wider spread of countries, business types, decision parameters and external variables, and collect data from exporters as well as importers. Practical implications It is concluded that suppliers should focus strategy on all the decision‐criteria investigated in the study, rather than on the narrow base typically found in practice. Exporters should nurture strong relationships with importers, emphasise consistent product quality, and offer flexible payment arrangements. Branding is a route forward, and price will be an issue in the highly competitive UK market. Originality/value This is the first study to empirically test the effect of suppliers‐performance criteria on importers' repurchase intentions.

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