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Services Marketing Quarterly Volume 43, 2022 - Issue 4
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Articles

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

Achchuthan Sivapalana Department of Commerce, University of Jaffna, Jaffna, Sri Lanka
,
Amit Shankarb Marketing Management, Indian Institute of Management, Visakhapatnam, Andhra Pradesh, IndiaCorrespondence[email protected] [email protected]
,
Manish Dasc Department of Business Management, Tripura University, Bishalgadh, Tripura, India
&
Kajenthiran Konalingamd Department of Marketing, University of Jaffna, Sri Lanka
Pages 445-465 | Published online: 08 Jan 2022
 
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Abstract

This study proposes and empirically investigates a moderated mediation mechanism to enhance consumer loyalty via retail service quality (RSQ) practices. The results revealed that the impact of physical aspect, reliability, personal interaction, and policy on customer loyalty is significantly mediated by the affective commitment to the retailers. Further, the retailer’s corporate image enhanced the indirect effects of reliability, personal interaction and retailing policy on customer loyalty. By investigating how the interplay of RSQ dimensions, affective commitment and corporate image enriches retail service quality, this study contributes to the retailing literature.

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