Customers' craft beer repurchase intention: the mediating role of customer satisfaction

Craft beer is attracting growing attention and appreciation from consumers following the upgrade of consumption level. The present study investigated the influence of brand image, perceived service quality, beer flavor diversity, and price rationality on customers' repurchase intention. It further tested the mediating role of customers' satisfaction between brand image, perceived service quality, beer flavor diversity, price rationality and customers' repurchase intention. The study was conducted in Wuhan, Hubei Province. IBM SPSS STATISTICS 19 software (SPSS Inc., Chicago, IL, USA) was used for the data analysis. Results suggested the positive effect of brand image, perceived service quality, beer flavor diversity, and price rationality on customers' repurchase intention through customer satisfaction. This study also found that brand image occupies a dominant position in the variables that promote customers' repurchase intention in the craft beer industry. The results of study further could contribute to an understanding of craft beer consumption behavior.