Purpose: The objective of this study is to investigate the mediating influence of customer satisfaction and trust on the relationship between group leader service quality and consumer repurchase intention. Research design, data, and methodology: This study, based on 323 data samples from Chinese consumers with experience in community group buying, aimed to investigate the relationship between the service quality of group leaders (reliability, assurance, responsiveness, empathy, and tangibility) and consumers’ repurchase intentions. It also sought to examine the role of customer satisfaction and trust as mediating variables in this relationship. The hypotheses were subjected to analysis using the statistical software packages SPSS 26.0 and AMOS 26.0. Results: First, The group leader’s service quality in CGB joint purchase has been shown to affect customer satisfaction. The typologibility had the greatest impact on customer satisfaction; Good marketing services build customer trust. Assurance had the greatest impact on trust; The group leader’s service quality had a significant impact on repurchase intention, with typologibility having the most influence; Customer satisfaction and trust had a significant impact on repurchase intention. Second, Customer satisfaction acts as a significant partial mediator between service quality and trust, and as a significant full mediator between service quality and repurchase intention; trust acts as a significant full mediator between customer satisfaction and repurchase intention. Implications: This study shows that the quality of the group leader service affects consumer satisfaction and trust in the platform. Second, group-buying enterprises should understand the role of the group leader, train them properly and then improve their service level. At the same time, group-buying enterprises should offer incentives to improve the loyalty of the group leader and service customers.
Zhang et al. (Sat,) studied this question.