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Customer Store Loyalty: Process, Explanation Chain, and Moderating Factors
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Author(s): Arturo Z. Vásquez-Párraga (The University of Texas – Pan American, USA), Miguel Ángel Sahagún (The University of Texas – Pan American, USA)and Pablo José Escobedo (The University of Texas – Pan American, USA)
Copyright: 2014
Pages: 16
Source title:
Handbook of Research on Retailer-Consumer Relationship Development
Source Author(s)/Editor(s): Fabio Musso (University of Urbino, Department of Economics, Society and Politics (DESP), Italy)and Elena Druica (University of Bucharest, Department of Economic and Administrative Sciences, Romania)
DOI: 10.4018/978-1-4666-6074-8.ch005
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Abstract
This chapter examines the process of how store customers become loyal to their stores. The authors pursue a theoretical and empirical research approach designed to identify and test a parsimonious model. The result is an explanation chain that incorporates relational variables, trust and commitment, satisfaction, and the moderating factors of the relational variables. The findings reveal that customer commitment is the major contributing explanation for true customer loyalty, significantly more than the contributed explanation of customer satisfaction. The cognitive moderating factors (store familiarity, store choice, customer perceived risk, and communication) and the affective moderating factors (customer opportunistic tendencies, consumer involvement, shared personal values, and shared management values) are significantly related to the core variables and thus contribute some explanation, yet their contribution is very small compared to the contribution of the core variables, thereby suggesting the significance of the core variables in the explanation of customer store loyalty.
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