Customer loyalty for retailers’ growth in Bangladesh: do retailer qualities (attributes and awareness) influence satisfaction and loyalty?

Haque, A. K. M. Ahasanul and Chowdhury, Naila Anwar and Hossain Uzir, Md Uzir and Shamsuddoha, Mohammad (2022) Customer loyalty for retailers’ growth in Bangladesh: do retailer qualities (attributes and awareness) influence satisfaction and loyalty? International Journal of Quality and Innovation, 6 (2). pp. 231-252. ISSN 1756-6975 E-ISSN 1756-6983

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Abstract

Customer loyalty is liable for persevering long-term sustenance of organisations in today’s highly competitive business milieu. The present study investigated the various factors affecting customer loyalty towards retailers. Specifically, this study took the initiative to examine the effects of retailer qualities (attribute and awareness) on customer loyalty through the mediating role of customer satisfaction in the light of stimulus-organism response theory. Data were collected through self-administered questionnaires from conveniently selected 270 retail customers in Dhaka, Bangladesh and were analysed through SPSS and CB-SEM tools to test the hypotheses. The results demonstrated that retailer qualities significantly affect customer satisfaction and loyalty, and customer satisfaction was a successful mediator for these relationships. The results will aid marketers in developing marketing strategies for customer loyalty and academically, be an important addition to the literature and extension to SOR theory. The findings will help the researchers in customer loyalty and retailing studies.

Item Type:	Article (Journal)
Uncontrolled Keywords:	customer loyalty; satisfaction; retailer attribute; awareness; stimulus-organism-response; SOR theory; Bangladesh.
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration Kulliyyah of Economics and Management Sciences
Depositing User:	Prof. Dr Ahasanul Haque
Date Deposited:	17 Oct 2022 09:37
Last Modified:	17 Oct 2022 09:38
URI:	http://irep.iium.edu.my/id/eprint/100664

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