THE MODERATING ROLE OF SOCIAL CLASS: EFFECT OF BRAND SERVICE SCAPES ON LOYALTY

Atif Shahab Butt (), DR.Irfan Hameed () and DR.Imran Hameed ()
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Atif Shahab Butt: Assistant Professor, Iqra University, Main Campus, Karachi
DR.Irfan Hameed: Knowledge Unit Leader (Business), Iqra University, Main Campus, Karachi.
DR.Imran Hameed: Teaching Faculty, University Of Lahore, Lahore.

IBT Journal of Business Studies (JBS), 2016, vol. 12, issue 2, 37-54

Abstract: Purpose In this study, the impact of Services cape on Loyalty has been studied in the presence of Social Class as a moderating variable.Methodology The probability based systematic random sampling technique is used to collect the data through a selfadministered survey to test the gained hypothesis from 308 respondents living in upper, middle and lower classes.A structured questionnaire was approved of actual information from the respondents to support the collection gained.The conceptual development of costumer’s loyalty measurement scale proposed by McMullan 2005 was adopted for analyzing the loyalty and for computing the services cape of the restaurant the instrument proposed by Hightower 2010 was acquired.SPSS and AMOS were being used to check the questionnaire.The instruments reliability was checked by using confirmatory factor analysis CFA and composite reliability test.SEM structural equation modelling through AMOS was used to examine the data.Moderation and moderation steps were analyzed by using orthogonalization and 5000 bootstrapping samples, SPSS MACRO developed by preacher & Hays to check the moderation.Findings Ambient = 0.71, social = 0.75, design = 0.72 and customer loyalty 0.70 is the outcome of CFA.The positive relation of the loyalty of restaurant with ambiance, social dimension and design dimension of services cape was tested as the first three hypothesis using linear regression.Moreover, the analyzed result of hypothesis 4, 5 and 6 indicated the outcome that social class effects while picking the restaurant.Originality/ Value By this research, the buying and spending pattern of consumers in Pakistan and the factors that influence the repeat selection of the restaurant in presence of their social class of the target market has been brought into attention.

Keywords: Services cape; Loyalty; Services Marketing; Social Dimension; Design Dimension; Ambiance; Physical Environment.. (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aib:ibtjbs:v:12:y:2016:i:2:p:37-54

DOI: 10.46745/ilma.ibtjbs.2016.122.3

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