Assessing the Influence of Shopping Experiences on Customer Loyalty: A Study of Indian Jewellery Retail Brand

Abstract

Purpose - This Study aims to develop a framework by investigating the interrelationship between dimensions, shopping experiences, store preference dimensions, retail brand images, customer patronage, and advocacy.

Design/Methodology/Approach - In this model, store preference is a mediating variable around the other four constructs: shopping experiences, retail brand images, retail patronage, and advocacy. Extant literature has not studied the interrelations among these four variables. A path model is proposed to capture the five dimensions' direct and feedback effects using a simultaneous-equation rank-ordered logistic regression model. We capture the impact of demographic and geographic variables, buying occasions, and five dimensions. The results have been tested for reliability and validity.

Findings - Store ambience, product knowledge, staff courteousness, and presentation positively shape customers’ shopping experiences. The impact of loyalty and advocacy on shopping experiences has a favorable feedback effect. Store image attributes enhance retail patronage. Demographic variables, customers’ geographical locations, and situational factors affect shopping experiences and loyalty. Perception of overall product quality, finish of the products, and service responsiveness builds trust and positive word-of-mouth amongst customers.

Practical Implications - The study prescribes positive ways of utilizing shopping experiences to enhance store patronage, store image attributes, and customer advocacy. It also gives positioning ideas based on buying occasions and targeting ideas based on demographic variables.

Originality/Value - The study shows the feedback relationships amongst the five dimensions, which have not been studied using the simultaneous equations model framework. Jewellery-buying occasions were not considered in previous research studies and are a unique feature of this study.