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What is Vasquez-Alonso (V-A) Approach

Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences
Refers to the conceptual model designed to explain customer store loyalty using four core variables (customer satisfaction, trust, commitment, and loyalty) to account for the main effects, and eight secondary variables to account for the moderating effects. The last group includes four cognitive variables (store familiarity, store choice, customer perceived risk, and communication) moderating the effects of trust and commitment on customer loyalty, and four affective variables (customer opportunism, consumer involvement, customer shared personal values, and customer shared management values) likewise moderating the effects of trust and commitment on customer loyalty.
Published in Chapter:
Explaining Customer Loyalty to Retail Stores: A Moderated Explanation Chain of the Process
Arturo Z. Vasquez-Parraga (University of Texas Rio Grande Valley, USA) and Miguel A. Sahagun (High Point University, USA)
DOI: 10.4018/978-1-7998-1412-2.ch002
This chapter reassesses the process of how store customers become loyal to their stores; what are the core subprocesses generating customer store loyalty, and what contributing moderators enrich the final outcome. A new empirical research is designed to identify and test a parsimonious model of core relationships and moderators. The result is an explanation chain that incorporates relational variables, trust, and commitment to the traditional transactional one, customer satisfaction, and the moderating factors of the relational variables. The findings reveal that 1) customer commitment is the major contributor of explanation to true customer loyalty, significantly more than the contributed explanation of customer satisfaction, and 2) four cognitive attitudes and four affective attitudes significantly moderate the relational effects of trust and commitment on customer store loyalty and, thus, contribute, though in small amounts, to a stronger explanation.
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