Post-pandemic retail in India: an analysis

Arpita Khare, Pradeep Kautish and Anshuman Khare
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Arpita Khare: GL Bajaj Institute of Management & Research, India
Pradeep Kautish: Nirma University, India
Anshuman Khare: Athabasca University, Canada

Journal of the Academy of Business and Emerging Markets, 2024, vol. 4, issue 2, 3-18

Abstract: The current study examines consumer-retailer emotional attachment and interpersonal likeability towards word-of-mouth and consequently post-pandemic local store loyalty. Further, the mediating influence of word-of-mouth and information sharing was examined on emotional attachment, interpersonal likeability, and local store loyalty. Data was collected from customers purchasing products from local stores in north-western India via an online structured questionnaire. A covariance-based structural equation modelling (CB-SEM) for confirmatory factor analysis, mediation, and moderation analysis was used for data analysis. Word-of-mouth was found to act as a partial mediator between interpersonal likeability, consumer-retailer emotional attachment, and local store loyalty. Information sharing was a significant moderator between word-of-mouth and local store loyalty relationships. The current study attempts to understand the significance of these constructs in the Indian market post-pandemic in the local or small unorganized retail store loyalty context.

Keywords: consumer retailer emotional attachment; interpersonal likeability; store loyalty; word-of-mouth (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ris:jabema:021870

DOI: 10.5281/zenodo.12690490

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