Customer loyalty for retailers’ growth in Bangladesh: do retailer qualities (attributes and awareness) influence satisfaction and loyalty?
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 o...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Inderscience Enterprises Ltd.
2022
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/100664/7/100664_Customer%20loyalty%20for%20retailers%E2%80%99%20growth%20in%20Bangladesh.pdf http://irep.iium.edu.my/100664/ https://www.inderscienceonline.com/doi/abs/10.1504/IJQI.2022.122320 |
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| Summary: | 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. |
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