Customer retention: examining the roles of store affect and store loyalty as mediators in the management of retail strategies

Autor:	Ipshita Ray, Larry Chiagouris
Rok vydání:	2009
Předmět:	Marketing Customer retention Store loyalty Willingness to pay Strategy and Management media_common.quotation_subject Loyalty Advertising Business Affect (psychology) media_common
Zdroj:	Journal of Strategic Marketing. 17:1-20
ISSN:	1466-4488 0965-254X
DOI:	10.1080/09652540802619160
Popis:	This study presents a strategic view of the antecedents of loyalty through a model in which store affect and store loyalty mediate the effects of store characteristics on store outcomes and business performance. It is proposed that store atmosphere, store uniqueness, merchandise value and store familiarity are directly related to store affect and that store affect, operating via store loyalty, impacts word‐of‐mouth, willingness to pay and customer share. The model is tested using an aggregate dataset of 71 retail stores and 1966 shoppers. The results favor a mediated model in which store loyalty mediates the impact of store affect on store outcomes. Additionally, it is found that store affect also directly influences word‐of‐mouth and willingness to pay a higher price but not customer share. These results are discussed in terms of their theoretical and strategic managerial implications.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::8f0a8bd86df433dcc431fef04a8c9599 https://doi.org/10.1080/09652540802619160 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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