Deciphering the impact of responsiveness on customer satisfaction, cross-buying behaviour, revisit intention and referral behaviour

Abstract

PurposeThe ease and convenience of online shopping are shifting the customers to e-tailers. This has prompted offline retailers to re-examine behavioural patterns along with a reconfiguration for a responsive retail model. The paper investigates the influence of responsiveness on customer satisfaction, cross-buying behaviour, revisit intention and referral behaviour.Design/methodology/approachData were collected via a survey answered by 793 fashion customers from India, and for data analysis, partial least square structural equation modelling (PLS-SEM) was employed. Path analysis was used to determine the interrelationships amongst the constructs used in the study.FindingsThe standardized path coefficients depict competitive responsiveness as the highest contributor of retailers' responsiveness followed by service responsiveness, employee responsiveness and customer responsiveness. The findings suggest that customer satisfaction acts as the biggest contributor to referral behaviour followed by cross-buying behaviour and revisit intentions.Originality/valueThis study has made a substantial contribution to fashion apparel retailing. The findings revealed that responsive retailing influences the customers' post-purchase behaviour as they engage in more cross-buying, revisiting and referral behaviour. The retailers are encouraged to carefully monitor their preparedness to deliver a combination of sensory, emotional, cognitive and social experience to their customers.

Demystifying the role of absorptive capacity in achieving innovation-based performance: model development and empirical validation

“…In this test, the percentage of variance associated with the first component (or factor), the one referring to the highest eigenvalue, is compared against the threshold of 0.5. Such percentage is also referred to as the "total variance explained" by the first component (or factor) extracted through the analysis (Sharma et al, 2021). This factor did not result in a statistically significant change in the variance explained in this analysis, indicating no significant common method bias in 511 samples.…”

“…In this test, the percentage of variance associated with the first component (or factor), the one referring to the highest eigenvalue, is compared against the threshold of 0.5. Such percentage is also referred to as the “total variance explained” by the first component (or factor) extracted through the analysis (Sharma et al. , 2021).…”

A relationship marketing perspective on delight, its antecedents and outcomes in a banking context

“…Referral intention is used interchangeably with “word of mouth” in some RM studies and has been identified as a critical factor influencing consumers’ behaviour in the consumption of products/services (Cheung et al , 2021; Sharma et al , 2021). For individuals to make referrals, they should be satisfied with the company’s product/service offering.…”

How perceived corporate social responsibility affects consumer citizenship behavior? Investigating the mediating roles of perceived employee behavior and consumer company identification

“…Examples of employee responsiveness include customer orientation in the form of expressing gratitude to customers for providing feedback and attempts undertaken to immediately address customers' concerns (Tung et al, 2017). In a retail setting, perceived employee responsiveness may enhance customer satisfaction, crossbuying, revisit intention and word-of-mouth (Sharma et al, 2022a). Thus, responsiveness of the employee towards the customer acts as an immediate touch-point of the service encounter, which may lead to CCB through customer satisfaction (Tung et al, 2017).…”

“…, 2017). In a retail setting, perceived employee responsiveness may enhance customer satisfaction, cross-buying, revisit intention and word-of-mouth (Sharma et al. , 2022a).…”