| Author: | Ray, I. Chiagouris, L. |
| Title: | Customer retention: examining the roles of store affect and store loyalty as mediators in the management of retail strategies |
| Journal: | Journal of Strategic Marketing
2009 : FEB, VOL. 17:1, p. 1-20 |
| Index terms: | consumer behaviour customers retailing |
| Language: | eng |
| Abstract: | The article presents a strategic view of the antecedents of loyalty through a model in which store affect and store loyalty mediate the effects of store characteristics on store outcomes and business performance. The authors propose that store atmosphere, store uniqueness, merchandise value and store familiarity are directly related to store affect and that store affect, operating via store loyalty, impacts word-of-mouth, willingness to pay and customer share. The findings favor a mediated model in which store loyalty mediates the impact of store affect on store outcomes. Additionally, it is found that store affect also directly influences word-of-mouth and willingness to pay a higher price but not customer share. |
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