A master’s thesis titled “The Impact of Product Quality and Brand Ambassadors on Repurchase Intentions: A Survey Study of the Opinions of a Sample of Samsung Customers in Iraq” was discussed in the Department of Business Administration at the College of Administration and Economics at Al-Qadisiyah University. The thesis was presented by researcher Rehab Razzaq and supervised by Professor Dr. Atheer Abdul Amir Hassouni and Professor Dr. Bushra Abdul Hamza Abbas.

The study aimed to identify the impact of product quality and brand ambassadors on repurchase intentions through a sample of Samsung customers, measure the relationship between product quality and repurchase intentions among Samsung customers, and measure the relationship between brand ambassadors and repurchase intentions among Samsung customers.

The study reached a number of conclusions, the most important of which was the presence of a significant direct correlation between product quality and repurchase intentions, and a significant direct correlation between brand ambassadors and repurchase intentions. Purchasing

The study’s most important recommendations are that companies, especially those operating in the technology and electronics market, such as Samsung, should focus on continuously improving product quality dimensions such as performance, features, reliability, conformity, durability, serviceability, product aesthetics, and perceived quality, as these directly and effectively impact customer repurchase behavior. It is also important to select brand ambassadors who possess credibility and a positive influence on the target audience, and whose image and reputation are consistent with the brand’s identity, as this has a direct impact on establishing repeat purchase intentions.