Determining the Factors Influencing Consumer Satisfaction and Repurchase Intention of Locally Manufactured Clothing Brands in South Africa

There have been calls from movements such as the Wear South African and Buy Local to stimulate local clothing design, manufacturing, and patronage of local consumers to strengthen the development of local clothing brands for economic growth. However, the sustainability of these brands continues to be threatened by international competitors. Drawing on the expectancy confirmation and relationship marketing theory, this study investigates factors impacting customer satisfaction and repurchasing of locally manufactured clothing. For this purpose, data was collected from 250 consumers of locally manufactured clothing brands. The sample size was determined using CB-SEM conditions. The findings suggest that trust has a significant impact on customer satisfaction. However, perceived product quality, price and country of origin have no significant effect on customer satisfaction. The significant relationship between customer loyalty and repurchase intention was confirmed. Furthermore, customer satisfaction has a significant impact on repurchase intention. Theoretical and managerial implications were also discussed.