Title: Building retailer loyalty: an empirical study

Authors: Gopal Das

Addresses: Indian Institute of Management Rohtak, M.D. University Campus, 124001, India

Abstract: This study adopts the stimulus-organism-response (S-O-R) framework to illustrate how retailer loyalty is built through shopping values and customer satisfaction. In addition, this study investigates the moderating role of gender in the shopping value-customer satisfaction relationships. The sample for this study comprises of 310 Indian retail shoppers. A structural equation model is employed to identify the interrelationships of shopping values, customer satisfaction and retailer loyalty and the moderating role of gender in the shopping value-customer satisfaction relationships. The analytical results of this study indicate that shopping values positively influence customer satisfaction. The results also indicate that customer satisfaction has a positive impact on store loyalty. Finally, results reveal that gender moderates the shopping value-customer satisfaction relationship. This study enlarges the application of the S-O-R framework in Indian retailing context by including gender as a moderating variable.

Keywords: shopping values; customer satisfaction; retailer loyalty; S-O-R framework; stimulus-organism-response; gender; structural equation modelling; SEM; India.

DOI: 10.1504/IJICBM.2015.071593

International Journal of Indian Culture and Business Management, 2015 Vol.11 No.3, pp.388 - 403

Received: 23 Sep 2014
Accepted: 01 Oct 2014
Published online: 03 Sep 2015 *

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