Enhancing Repurchase Intentions of Online Music Platform Customers for the Middle East

The concurrent mediation effect of web design and e-satisfaction on the impact of e-service quality on the repurchase intention is explored for online music platforms in the relatively new market of Iraq. Therefore, the topic has practical implications considering global players have been competing with the local market leader while penetrating the market. Previous literature indicates that e-service quality significantly affects e-satisfaction, and that was proven to affect repurchase intention. Moreover, web design and e-satisfaction mediate the relationship between the quality of e-service and the repurchase intention. Selected scales for the given variables are adjusted to online music platforms and principal component analysis is used for item reduction. After that, Cronbach alpha statistic is used to test reliability. A parallel mediation model is used to analyze the data collected after preprocessing of the scales where results implied that to boost customer repurchase intention, online music platforms in Iraq and the wider Middle East should pay attention to the quality of their e-services, web design, and e-satisfaction consistently with the previous studies. This study adds to the body of knowledge by examining a previously unresearched parallel mediation effect of web design and e-satisfaction on the link between e-service quality and repurchase intention for online music platforms. Results may provide insight for the rest of the Arabian-speaking countries where the same competition between the local and the global online music platforms exists.