Title: Customer loyalty for retailers' growth in Bangladesh: do retailer qualities (attributes and awareness) influence satisfaction and loyalty?

Authors: Ahasanul Haque; Naila Anwar Chowdhury; Md Uzir Hossain Uzir; Mohammad Shamsuddoha

Addresses: Department of Business Administration, International Islamic University Malaysia, P.O. Box 10, 50728 Kuala Lumpur, Malaysia ' Faculty of Economics and Management Sciences, Department of Business Administration, International Islamic University Malaysia (IIUM), P.O. Box 10, 50728 Kuala Lumpur, Malaysia ' Department of Marketing, Faculty of Business and Accountancy, Lincoln University College, Main Campus, Wisma Lincoln, 12-18, Jalan SS 6/12, 47301, Petaling Jaya, Selangor, Malaysia ' School of Management and Marketing, Western Illinois University, University Cir, Macomb, IL 61455, USA

Abstract: Customer loyalty is liable for persevering long-term sustenance of organisations in today's highly competitive business milieu. The present study investigated the various factors affecting customer loyalty towards retailers. Specifically, this study took the initiative to examine the effects of retailer qualities (attribute and awareness) on customer loyalty through the mediating role of customer satisfaction in the light of stimulus-organism response theory. Data were collected through self-administered questionnaires from conveniently selected 270 retail customers in Dhaka, Bangladesh and were analysed through SPSS and CB-SEM tools to test the hypotheses. The results demonstrated that retailer qualities significantly affect customer satisfaction and loyalty, and customer satisfaction was a successful mediator for these relationships. The results will aid marketers in developing marketing strategies for customer loyalty and academically, be an important addition to the literature and extension to SOR theory. The findings will help the researchers in customer loyalty and retailing studies.

Keywords: customer loyalty; satisfaction; retailer attribute; awareness; stimulus-organism-response; SOR theory; Bangladesh.

DOI: 10.1504/IJQI.2022.122320

International Journal of Quality and Innovation, 2022 Vol.6 No.2, pp.231 - 252

Received: 15 Jun 2021
Accepted: 21 Sep 2021

Published online: 19 Apr 2022 *

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