How to Enhance Customer Loyalty to Retail Stores via Retail Service Quality Practices? A Moderated Mediated Mechanism

Achchuthan, Sivapalan; Shankar, Amit; Das, Manish; Konalingam, Kajenthiran

doi:10.1080/15332969.2021.1997504

Cited by 11 publications

(6 citation statements)

References 57 publications

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“…Dabholkar et al (1996) developed a new scale, the RSQ, which contains five dimensions: physical aspects, reliability, personal interaction, problem solving and policy. The RSQ has become popular and is still widely used, including in sectors other than traditional retail, confirming the validity of the RSQ (Sivadas and Baker-Prewitt, 2000;Jamal and Naser, 2002;Chang and Chen, 2008;Deb and Lomo-David, 2014;Konalingam, 2017;Sivapalan and Jebarajakirthy, 2017;Prakash et al, 2018;Sivapalan et al, 2021). Lopes et al (2009) decided to compare the RSQ (Dabholkar et al, 1996) with SERVQUAL (Parasuraman et al, 1988) in Brazil, translating to Portuguese and adapting both scales to the Brazilian market.…”

Section: Perceived Quality Of Services and Its Dimensionsmentioning

confidence: 94%

Quality perception of accounting firm customers

Mainardes

Sousa

2022

IJQSS

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Purpose This study aims to verify the dimensions of perceived quality of services which influence the satisfaction of accounting firm clients and verifies whether customer satisfaction influences loyalty and word-of-mouth recommendations. Design/methodology/approach A model is proposed and tested using a survey of 292 accounting firm clients; structural equation modeling and partial least squares are used for data analysis. Findings The constructs of internal policies, personal relationships and trust influence the satisfaction of accounting firm clients which directly influences word-of-mouth recommendations and customer loyalty; however, the constructs of physical aspects and problem solving have no influence on satisfaction. Research limitations/implications The main contribution to the accounting field is an identification of the aspects in which firms should invest to deliver quality to clients. The development of internal policies, personal relationships and trust can lead to more satisfied clients, resulting in loyalty and word-of-mouth recommendations. These are novel results within the literature and can guide accounting firms toward better performance. Originality/value This study is justified by the fact that accounting firms must adapt to the new environment and the new requirements of the accounting field and look for solutions that follow the progress of financial and managerial accounting, primarily with regard to service quality, satisfaction, loyalty and word-of-mouth recommendations. We also introduce a new scale to reveal novelties which cannot be observed using traditional service quality scales. This is another important contribution to the quality of accounting services.

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Section: Perceived Quality Of Services and Its Dimensionsmentioning

confidence: 94%

Quality perception of accounting firm customers

Mainardes

Sousa

2022

IJQSS

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“…First relying on the SOR theory, our research demonstrates the value co-creation behavior of the omnichannel shoppers, unlike the recent studies that have modeled the response variables like customer retention (Sivapalan et al, 2022), repurchase intention (Cotarelo et al, 2021;Lim et al, 2022) and stickiness intentions (Lin et al, 2022) driven by "channel integration quality" dimensions in omnichannel retail.…”

Section: Theoretical Implicationsmentioning

confidence: 83%

Does integrated store service quality stimulate omnichannel shoppers' augmenting, co-developing, influencing and mobilizing behaviors? Moderating role of perceived relationship investment

Natarajan

Raghavan

2023

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PurposeBuilding on Stimulus Organism Response theory, the current study examines the influence of Integrated store service quality (ISSQ) on the omnichannel customer experience dimensions (Cognitive, Affective and Relational), subsequently leading to their psychological ownership of the store, which eventually explains their Augmenting, Co-developing, Influencing and Mobilizing behaviors. The moderating role of omnichannel shopper perceived relationship investment in a few proposed relationships was tested.Design/methodology/approachThe research is a descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used. It was conducted using data collected from 554 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM.FindingsThe results indicate that ISSQ positively impacts all three dimensions of omnichannel customer experience (cognitive, affective and relational). All three dimensions directly affect psychological ownership, eventually impacting their (Augmenting, Co-developing, Influencing and Mobilizing) engagement behaviors. The moderating effect of the omnichannel shopper, perceived relationship investment, revealed that it had a significant positive impact on the relationship between dimensions of omnichannel customer experience and psychological ownership of shoppers towards the store, which eventually fosters the customer–retailer value co-creation like engagement behaviors.Research limitations/implicationsThe study is conducted in the Indian population, where omnichannel retailing is still nascent.Originality/valueThis study addresses the need to investigate other dimensions (apart from cognitive and affective) of the omnichannel customer experience that might eventually influence various service firms' customer engagement behaviors. This study is the first to show that integrated store service quality might stimulate (Augmenting, Co-developing, Influencing and Mobilizing) engagement behaviors through customer experience dimensions and the customer's sense of belongingness to the store. The moderating role of omnichannel shoppers' perceived relationship investment in a few proposed relationships was tested.

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“…Though recent studies have focused on channel integration quality and customer perception of seamless customer experience, no study has exclusively focused on the in-store service quality of brick-andmortar channels of omnichannel circuits to the best of our knowledge. Various researchers have given importance to customer response variables like patronage intentions (Sivapalan et al, 2022), repurchase intentions (Cotarelo et al, 2021;Lim et al, 2022) and stickiness intentions (Lin et al, 2022). However, they failed to identify the in-store service quality-driven WOM (the online store, face-to-face and social media channels) and the moderating role of Omnichannel shoppers' word-of-mouth behaviors customer perceived value and perceived relationship investment on the in-store service quality-driven WOM behaviors has gained little attention.…”

Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

“…They should ensure product information consistency across channels and communicate their multiple channel presence through various marketing communications. With the fast evolution of retailing, personalization is “the future” and a strategic priority to nurture a sense of belongingness among the extensive loyal customer base and turn them into brand ambassadors (Sivapalan et al. , 2022).…”

Section: Managerial Implicationsmentioning

confidence: 99%

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How integrated store-service quality promotes omnichannel shoppers’ word-of-mouth behaviors: the moderating role of perceived relationship investment and the shopper’s perceived value

Natarajan

Raghavan

2023

TQM

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PurposeThe post-purchase behavioral responses of omnichannel shoppers, who mainly rely on physical stores (acknowledged as a crucial channel in providing a seamless shopping experience and fulfilling the dynamic needs of the shoppers), are still understudied. The purpose of this paper is to examine how integrated store service quality (ISSQ) can contribute to a more optimal shopping experience (cognitive, affective and relational) and have a subsequent impact on shoppers’ psychological ownership toward the store, resulting in the generation of (face-to-face, online and social media) word of mouth (WOM).Design/methodology/approachThe research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data were collected from 786 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using partial least squares structural equation modeling.FindingsThe results indicate that all three dimensions of omnichannel customer experience (cognitive, affective and relational) positively mediate the relationship between ISSQ and psychological ownership, subsequently impacting all three WOM behaviors of omnichannel shoppers (face-to-face, online store and social media). The customer’s perceived value with the store and their perceived retailer relationship investment significantly moderated the relationship between ISSQ and different WOM behaviors (face-to-face, online store and social media). This research also demonstrated the direct impact of ISSQ on WOM and the indirect impact through different customer experience dimensions and psychological ownership.Research limitations/implicationsThe sample used in the study was not probabilistic and, therefore, presents limitations for the possibility of generalizing the results. The study was performed in a cross-sectional methodology in the Indian context; there is a need for longitudinal investigation.Originality/valueThis study addresses the need to investigate different dimensions of omnichannel customer experience that might influence various post-purchase behavioral responses. This study is the first to show that ISSQ might affect omnichannel shoppers' online, offline and social media word-of-mouth behaviors through different customer experience dimensions and the customer’s sense of belongingness to the store. The moderating effect of customer perceived value with the retailer and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested to give managerial recommendations.

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How to Enhance Customer Loyalty to Retail Stores via Retail Service Quality Practices? A Moderated Mediated Mechanism

Cited by 11 publications

References 57 publications

Quality perception of accounting firm customers

Quality perception of accounting firm customers

Does integrated store service quality stimulate omnichannel shoppers' augmenting, co-developing, influencing and mobilizing behaviors? Moderating role of perceived relationship investment

How integrated store-service quality promotes omnichannel shoppers’ word-of-mouth behaviors: the moderating role of perceived relationship investment and the shopper’s perceived value

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