The Role of Affective Commitment and Continuance Commitment on Customer Perception of the Intention to Repurchase

This study investigate the effective factors on loyalty and repurchase intention. Based on previous research and relevant literature, perceived value, perceived value, perceived quality, brand satisfaction, brand trust, affective commitment and continuance commitment were selected as influencing factors. According to infinite population, the population of this study is customer of Tehran mobile market. The minimum sample size was determined 384 by Cochran formula. Data were collected by questionnaire of 49 questions out of 389 using the software LISREL structural equation analysis and the results of this study confirmed all of the hypothesis. That is the best way to achieve loyalty and repurchase intention from the beginning to understand quality, Following the satisfaction of the brand, then the brand trust, and affective commitment, and in the end is the loyalty and repurchase intention.