Consumer satisfaction and loyalty: Two main consequences of retailer personality

Cindy Lombart and Didier Louis

Journal of Retailing and Consumer Services, 2012, vol. 19, issue 6, 644-652

Abstract: This article investigates the impact of retailer personality on consumers' satisfaction with and loyalty to the retailer, measured through attitude and future behavioral intentions. Data were collected on a convenience sample of 372 customers of a specific retailer. Using partial least squares analysis (PLS), we show that four traits (“congeniality†, “originality†, “conscientiousness†and “preciousness†) have a direct or indirect impact on one of the dependent variables studied. Hence, this article proposes a model of the consequences of retailer personality and suggests that retailer personality is an important concept that practitioners should consider when running their satisfaction and loyalty programs.

Keywords: Retailer personality; Consumer satisfaction; Consumer loyalty (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (15)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:19:y:2012:i:6:p:644-652

DOI: 10.1016/j.jretconser.2012.08.007

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