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

• Main Authors: Haque, A. K. M. Ahasanul, Chowdhury, Naila Anwar, Hossain, Md Uzir, Shamsuddoha, Mohammad
• Format: Article
• Language: English; English
• Published: Inderscience Publishers 2021
• Subjects: HF5001 Business. Business Administration; HF5428 Retail trade
• Online Access: http://irep.iium.edu.my/94795/13/94795_Customer%20Loyalty%20for%20Retailers%E2%80%99%20growth%20in%20Bangladesh_ACCEPTED.pdf; http://irep.iium.edu.my/94795/14/94795_Customer%20Loyalty%20for%20Retailers%E2%80%99%20growth%20in%20Bangladesh_IN%20PRESS.pdf; http://irep.iium.edu.my/94795/

A drastic increase in competition within the retail industry has necessitated the undertaking of a study to examine the factors responsible for building customer loyalty towards retailers. Customer loyalty is liable for the persevering long-term sustenance of organizations in today’s highly competitive business milieu. Thus, the present study investigated the various factors that may affect customer loyalty towards retailers in Bangladesh. Specifically, this study has taken the initiative to examine the effects of retailer qualities (attribute and awareness) on customer loyalty through the mediating role of customer satisfaction. Data were collected through self administered questionnaires from conveniently selected 270 retail customers in Dhaka, Bangladesh. Later on, SPSS and CB-SEM were used for analyzing the collected data and test the hypotheses. The study went through the light of stimulus organism response theory. The results demonstrated that retailer attribute and retailer awareness significantly affect customer satisfaction and loyalty, and customer satisfaction mediates the relationship between retailer attribute, retailer awareness and customer loyalty. The results of the present study will aid marketers in developing marketing strategies for building customer loyalty. Academically, the study will be an important addition to the literature and an extension to SOR theory. Besides, the findings will also help the researchers conduct further studies in customer loyalty and retailing.