Exploring Drivers of Customer Repurchase Intention: Extending the 7Ps Marketing Mix to Niche Training Services

Abstract

This study investigates the marketing mix strategies that influence customer repurchase intentions for niche training programs offered by a private training provider. Such programs, including mandatory safety training, play a critical role in ensuring regulatory compliance, protecting lives and property, and sustaining the long-term revenue of training organizations. Despite this importance, limited research has explored the factors that drive customer loyalty and repeat purchases in this niche service sector. This study aims to fill the gap by analyzing how the seven elements of the marketing mix, namely product, price, promotion, place, people, process and physical evidence, influence repurchase intention. The primary objective is to gain a deeper understanding of the factors shaping customers' repurchase intentions, which is essential for optimizing marketing efforts and increasing program adoption rates. A quantitative research approach was employed, utilizing a structured survey distributed to 217 identified respondents, which yielded 186 valid responses. The descriptive and correlation analyses revealed that product quality, pricing strategies, and service process efficiency are the most significant predictors of repurchase intentions. In contrast, place, people, physical evidence, and promotions were found to have limited impact on repurchase decisions. These findings extend the application of the 7Ps marketing mix by demonstrating its differentiated predictive power in compliance-driven industries, where customers prioritize value, trust, and operational reliability over peripheral marketing efforts. Based on these insights, the study proposes strategic recommendations to strengthen marketing strategies and enhance customers’ likelihood of repurchase. The findings offer both theoretical contributions to the literature on services marketing and practical guidance for organizations aiming to enhance pricing strategies, maintain quality standards, and streamline operations to encourage repurchase intention.