Economics at your fingertips  


Asif Hussain Samo (), Hoorain Ashraf () and Anum Shahid ()
Additional contact information
Asif Hussain Samo: Lecturer in Department of Business Administration at Sindh Madressatul Islam University,
Hoorain Ashraf: Student in Department of Business Administration at Sindh Madressatul Islam University
Anum Shahid: Student in Department of Business Administration at Sindh Madressatul Islam University,

IBT Journal of Business Studies (JBS), 2018, vol. 14, issue 2, 14-8

Abstract: Purpose/Objectives-This study strived to explain the relationship between the dimensions of retailer behavior and their impact on brand image and customer retention. Retailer's roles in the pursuit of customer satisfaction have been extensively studied, the two dimensions, however, of retailer behavior, namely, interactive services and satisfactory behavior, have not been empirically tested yet. Moreover, the literature reviews also suggested that there is dearth of research on the relationship of retailer and marketing objectives of the company in the local context. This research endeavors to pave the way for further research in this regard. Design/Methodology/Approach- With firm basis in positivist philosophy, this research has taken quantitative approach and explanatory strategy. The data is collected from the sample size of 300 having non- probability sampling technique. Survey method is utilized with questionnaire by development of the reliable instruments. Findings- empirical results show that there is positive impact of interactive services and satisfactory attitude of the retailer on brand image and customer retention. When compared, satisfactory behavior has more impact on both, brand image and customer retention, than interactive services. Originality/Value- There is fewer research on role of retailer behavior in achieving marketing objectives in the local context, and in general, the individual dimensions of retailer behavior are not tested on different marketing goals. This study has intended to accomplish both the objectives. Moreover, this study may help local marketers to pay extra heed towards selection and training of retailers to augment brand image and customer retention.

Keywords: Interactive services; satisfactory behavior; Retailer's behavior; brand Image; Customer Retention. (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link) (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:

DOI: 10.46745/ilma.ibtjbs.2018.142.08

Access Statistics for this article

More articles in IBT Journal of Business Studies (JBS) from Ilma University, Faculty of Management Science Contact information at EDIRC.
Bibliographic data for series maintained by Syed Kashif Rafi ().

Page updated 2020-08-01
Handle: RePEc:aib:ibtjbs:v:14:y:2018:i:2:p:14-8