Role of Experience in Customer Self-Congruity to Maintaining Loyalty: A Study on Fashion Store

Angga Wijaya ()

Entrepreneurial Business and Economics Review, 2017, vol. 5, issue 3, 189-198

Abstract: Objective: This study aims to understand the interrelationship between customer experience, self-congruity, and customer loyalty in the fashion industry. Previous studies have examined the direct effect of self-congruity on loyalty without taking into account the factor of customers’ shopping experience, which may moderate customers’ impression of a fashion. Research Design & Methods: This study employed questionnaires distributed to 100 respondents. Collected data was processed using PLS-SEM. The target respondents were between 18-30 years old. Individuals in that age band have dynamic dressing styles, so interesting to study. In the present study, the data from the respondents was processed in order to determine the inner model, the outer model, and hypothesis testing. Findings: The results of this study suggest that customer experience plays a significant role in moderating the effect of self-congruity on customer loyalty. This means that even though customers feel comfortable with a store’s image, however if they have bad experience, such experience may cause these customers not to be loyal. Implications & Recommendations: Research reveals that consumers are very concerned towards their experience when shopping. Stores should provide service that can make their customers feel comfortable and pleased. Contribution & Value Added: This study provides new insights into attempts to maintain customer loyalty. Several research was studied on self-congruity and loyalty, yet this is the first study that depict how experience moderating self-congruity towards loyalty.

Keywords: (customer) congruity; (customer) experience; (customer) loyalty; fashion store; consumer behaviour (search for similar items in EconPapers)
JEL-codes: M21 M30 M31 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://eber.uek.krakow.pl/index.php/eber/article/download/236/pdf_1 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:krk:eberjl:v:5:y:2017:i:3:p:189-198

Ordering information: This journal article can be ordered from

Access Statistics for this article

Entrepreneurial Business and Economics Review is currently edited by Krzysztof Wach, PhD, hab.

More articles in Entrepreneurial Business and Economics Review from Centre for Strategic and International Entrepreneurship at the Cracow University of Economics. EBER Journal Cracow University of Economics Faculty of Economics and International Relations Centre for Strategic and International Entrepreneurship ul. Rakowicka 27 31-510 Krakow Poland. Contact information at EDIRC.
Bibliographic data for series maintained by Piotr Stanek, PhD. ().