 Building retailer loyalty: an empirical studyGopal Das International Journal of Indian Culture and Business Management, 2015, vol. 11, issue 3, 388-403 Abstract: This study adopts the stimulus-organism-response (S-O-R) framework to illustrate how retailer loyalty is built through shopping values and customer satisfaction. In addition, this study investigates the moderating role of gender in the shopping value-customer satisfaction relationships. The sample for this study comprises of 310 Indian retail shoppers. A structural equation model is employed to identify the interrelationships of shopping values, customer satisfaction and retailer loyalty and the moderating role of gender in the shopping value-customer satisfaction relationships. The analytical results of this study indicate that shopping values positively influence customer satisfaction. The results also indicate that customer satisfaction has a positive impact on store loyalty. Finally, results reveal that gender moderates the shopping value-customer satisfaction relationship. This study enlarges the application of the S-O-R framework in Indian retailing context by including gender as a moderating variable. Keywords: shopping values; customer satisfaction; retailer loyalty; S-O-R framework; stimulus-organism-response; gender; structural equation modelling; SEM; India. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijicbm:v:11:y:2015:i:3:p:388-403 Access Statistics for this article More articles in International Journal of Indian Culture and Business Management from Inderscience Enterprises Ltd |
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