Title: Understanding the role of in-store logistic operations in retail: findings from Pakistan

Authors: Arsalan Najmi; Yamna Arshad; Waqar Ahmed; Kanagi Kanapathy; Azmin Azliza Aziz

Addresses: Department of Management Sciences, IQRA University, Karachi, 75300, Pakistan; Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, 50603, Malaysia ' Department of Management Sciences, IQRA University, Karachi, 75300, Pakistan ' Department of Management Sciences, IQRA University, Karachi, 75300, Pakistan ' Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, 50603, Malaysia ' Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, 50603, Malaysia

Abstract: In this study, the role of in-store logistic operations is examined on customer satisfaction and loyalty in Pakistan. Disconfirmation expectation theory is adopted because customer satisfaction is the result of their expectation and shopping experience. Data from 201 respondents is collected via interception method and PLS-SEM was applied for the analysis. Results show that customer perceived in-store logistics has direct and positive impact on satisfaction and loyalty. Therefore, by improving in-store logistic activities, customer satisfaction can be enhanced. Results also show that customer perceived in-store logistic performance has no impact on store image, so store image does not have mediating effect in this study. Moreover, the role of customer satisfaction as mediator was found which highlights the importance of satisfaction in the process of providing efficient in-store operations for making more customers loyal. Based on findings, a thorough discussion is reported whereas the managerial implications are also discussed.

Keywords: in-store logistics; store image; customer satisfaction; PLS-SEM; loyalty; Pakistan.

DOI: 10.1504/IJSOM.2022.126248

International Journal of Services and Operations Management, 2022 Vol.43 No.1, pp.26 - 51

Received: 16 Dec 2019
Accepted: 11 Jun 2020
Published online: 18 Oct 2022 *

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