Building retailer loyalty: an empirical study Online publication date: Thu, 03-Sep-2015
by Gopal Das
International Journal of Indian Culture and Business Management (IJICBM), Vol. 11, No. 3, 2015
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.
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