IMPACT OF SHOPPING EXPERIENCE ON CONSUMER LOYALTY: AN EMPIRICAL STUDY OF ORGANIZED RETAILERS
Keywords:
Shopping Experience, Consumer Loyalty, Organized retailers, SEMAbstract
Indian retail is a mix or organized as well as unorganized retail stores. Shopping experience plays is an important determinant factor of consumer’s loyalty, irrespective of type of retail store (Organized or Unorganized). Favorable shopping experience leads to positive propensity towards consumers’ loyalty where as unfavorable shopping experience leads to dis-loyalty.
This paper is an attempt to identify the impact that shopping experience has on consumer’s loyalty in organized retail setup. Structural Equation Modeling technique was applied on a sample of 706 consumers to know the impact of various factors of shopping experience taking place in consumer loyalty. The results indicate that every factor of shopping experience considered for the study has positive impact on consumer loyalty. Execution Related Excellence (which means patiently explanation and advice, checking stock, helping find products, having product knowledge and providing unexpected product quality) has the least impact with CR value of 2.18 whereas Problem Recovery (which means helping resolve and compensate for problems, upgrading quality and ensuring complete shopper satisfaction) has the highest impact on consumer Loyalty with CR value of 3.41.
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Adil Zia MBA from Jamia Hamdard University New Delhi India. Presently he is pursuing PhD at AMU, Aligarh Uttar Pradesh India. He has one year industry and three years teaching experience along with two years of research work. His areas of interest include Retailing, Consumer Behavior and Marketing Management. Email: adilzia2012@gmail.com. Mobile no 9897496905.
Dr. Odai Falah Mohammad Al Ghaswyneh PhD from Jodpur and MBA from Aligarh Muslim University UP India. Presently he is Assistant Professor, Department of Business Administration, Northern Borders University-Arar, Saudi Arabia. His area of interest is marketing. Email is odai_ghasawneh82@yahoo.com.
