CAN RETAILER REALLY RETAIN? THE NEXUS BETWEEN BRAND IMAGE, CUSTOMER RETENTION AND RETAILER BEHAVIOR

Asif Hussain Samo (), Hoorain Ashraf () and Anum Shahid ()
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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, 90-104

Abstract: Purpose/ObjectivesThis study strived to explain the relationship between the dimensions of retailer behavior and their impact on brand image and customer retention.Retailers 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
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Persistent link: https://EconPapers.repec.org/RePEc:aib:ibtjbs:v:14:y:2018:i:2:p:90-104

DOI: 10.46745/ilma.ibtjbs.2018.142.8

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