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Customer Store Loyalty: Process, Explanation Chain, and Moderating Factors

Customer Store Loyalty: Process, Explanation Chain, and Moderating Factors

Arturo Z. Vásquez-Párraga, Miguel Ángel Sahagún, Pablo José Escobedo
Copyright: © 2014 |Pages: 16
ISBN13: 9781466660748|ISBN10: 1466660740|EISBN13: 9781466660755
DOI: 10.4018/978-1-4666-6074-8.ch005
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MLA

Vásquez-Párraga, Arturo Z., et al. "Customer Store Loyalty: Process, Explanation Chain, and Moderating Factors." Handbook of Research on Retailer-Consumer Relationship Development, edited by Fabio Musso and Elena Druica, IGI Global, 2014, pp. 70-85. https://doi.org/10.4018/978-1-4666-6074-8.ch005

APA

Vásquez-Párraga, A. Z., Sahagún, M. Á., & Escobedo, P. J. (2014). Customer Store Loyalty: Process, Explanation Chain, and Moderating Factors. In F. Musso & E. Druica (Eds.), Handbook of Research on Retailer-Consumer Relationship Development (pp. 70-85). IGI Global. https://doi.org/10.4018/978-1-4666-6074-8.ch005

Chicago

Vásquez-Párraga, Arturo Z., Miguel Ángel Sahagún, and Pablo José Escobedo. "Customer Store Loyalty: Process, Explanation Chain, and Moderating Factors." In Handbook of Research on Retailer-Consumer Relationship Development, edited by Fabio Musso and Elena Druica, 70-85. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-6074-8.ch005

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Abstract

This chapter examines the process of how store customers become loyal to their stores. The authors pursue a theoretical and empirical research approach designed to identify and test a parsimonious model. The result is an explanation chain that incorporates relational variables, trust and commitment, satisfaction, and the moderating factors of the relational variables. The findings reveal that customer commitment is the major contributing explanation for true customer loyalty, significantly more than the contributed explanation of customer satisfaction. The cognitive moderating factors (store familiarity, store choice, customer perceived risk, and communication) and the affective moderating factors (customer opportunistic tendencies, consumer involvement, shared personal values, and shared management values) are significantly related to the core variables and thus contribute some explanation, yet their contribution is very small compared to the contribution of the core variables, thereby suggesting the significance of the core variables in the explanation of customer store loyalty.

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