Browse > Article
http://dx.doi.org/10.5392/JKCA.2016.16.05.068

Mediating Role of Consumer's Affective Respones and Store Image in Relationships between Perceived Store' Characteristics and Loyalty  

Choi, Chul-Jae (단국대학교 경영학부)
Min, Dae-Gyu (단국대학교대학원 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.16, no.5, 2016 , pp. 68-86 More about this Journal
Abstract
This study confirmed structural causal relations among concepts such as characteristics of store, store image, affective satisfaction, affective commitment, and loyalty and surveyed mediating roles of affective commitment in grocery retailing. Analysis of structural equation modeling with SPSS18.0 and AMOS18.0 were performed to test the research hypothesis. The results are as follows. First, Perceived quality, product assortment and product price influenced satisfaction. Second, Store image influenced affective satisfaction, affective commitment and loyalty. Affective satisfaction influenced affective commitment but not loyalty directly. Third, affective commitment influenced loyalty through the powerful mediating role. The store characteristics was seen to have a positive impact on affective satisfaction through store image, and in turn related to affective commitment, ultimately leading to loyalty. Especially, It is meaningful result in this study which is confirmed affective commitment have a strong mediating role in between store image, affective satisfaction and loyalty. Finally, we discussed the role of affective commitment and the strategies of affective commitment development, and suggested future studies.
Keywords
Characteristics of Store; Store Image; Affective Satisfaction; Affective Commitment; Loyalty;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 A. Caruana, "Service Loyalty: The effects of service quality and the mediating role of customer satisfaction," European Journal of Marketing, Vol.36, 7/8, pp.811-828, 2002.   DOI
2 Natalie J. Allen, and John P. Meyer, "The measurement and antecedents of affective, continuance and normative commitment to the organigation," Journal of Occupational Psychologies, Vol.63, No.1, pp.1-18, 1990.   DOI
3 E. W. Anderson, C. Fornell, and D. R. Lehmann, "Customer satisfaction, market share, and profitability: Finding from Sweden," Journal of Marketing, Vol.58, No.3, pp.53-66, 1994.   DOI
4 H. S. Bansal, G. P. Irving, and S. F. Taylor, "A three-component model of customer commitment to service providers," Journal of the Academy of Marketing Science, Vol.32, No.3, pp.234-250, 2004.   DOI
5 J. Barksy and L. Nash, "Evoking emotion: Affective keys to hotel loyalty," Cornel hospitality and restaurant administration Quarterly, Vol.42, No.1, pp.39-46, 2002.
6 R. R. Betancourt and D. Gautschi, "Demand complementarities, household production, and retail assortments," Marketing Science, Vol.9, No.2, pp.146-161, 1999.   DOI
7 B. Cater and V. Zabkar, "Antecedents and consequences of commitment in marketing research services: The client's perspective," Industrial Marketing Management, Vol.38, No.7, pp.785-797, 2009.   DOI
8 J. Bloemer and K. Ruyter, "On the relationship between store image, store satisfaction, store loyalty," European Journal of Marketing, Vol.32(5,6), pp.499-513, 1998.   DOI
9 J. M. Carman, "Consumer perceptions of service quality: An assessment of SERVQUAL dimension," Journal of Retailing, Vol.66 No.1, pp.33-55, 1990.
10 T. Clottey, D. Collier, and M. Stodnick, "Drivers of customer loyalty in a retailer store envirnoment," Journal of Service Science, Vol.1, No.1, pp.35-48, 2008.
11 A. D. Cox and D. Cox, "Competing on price: the role on retail price in shaping store-price image," Journal of Retail, Vol.66, pp.428-445, 1990.
12 T. Clottey, D. Collier, M. Stodnick, "Drives of customer loyalty in a retail store environment," Journal of Service Science, Vol.1, No.1, pp.35-48, 2008.
13 C. J. Choi, "The role of cognitive satisfaction and emotionally based satisfaction in explaining relationships between store image and loyalty," Journal of The Korea Contents Association, Vol.9, No.10, pp.209-304, 2009.
14 A. J. Czepiel and R. Gilmore, "Exploring the concept of loyalty in the service challenge: Integrating for competitive advantage, eds," American Marketing Association, p.91, 1987.
15 Desai KK, Talukdar. "Relationship between product groups' price perceptions, shopper's basket size, and grocery store's overall store price image," Psychology Marketing, Vol.20, No.10, pp.903-933, 2003.   DOI
16 D. Johnson and K. Granson, "Cognitive and affective trust in service relationships," Journal of Business Research, Vol.58(April), pp.500-507, 2005.   DOI
17 Erik Nesset and Oivind Helgesen, Satisfaction and image as mediators of store loyalty drivers in grocery retailing. The International Review of Retail, Distribution and Consumer Research, Vol.21, No.3(July), pp.267-292, 2011.   DOI
18 G. Fullerton, "How commitment both enables and undermines marketing relationships," European Journal of Marketing, Vol.39(11/12), pp.1372-1388, 2005a.   DOI
19 G. Fullerton, "The impact of brand commitment on loyalty to retail service brands," Canadian Journal of Administrative Sciences, Vol.22, No.2, pp.97-110, 2005b.
20 G. Fullerton, The service-loyalty relationship in retail services: does commitment matters?," Journal of Retailing and Consumer Services, Vol.12, pp.99-111, 2005.   DOI
21 Gronroos Christian, "An applied service marketing theory," European Journal of Marketing, Vol.16, No.7, pp.28-42, 1982.
22 E. Garbarino and M. S. Johnson, "The different roles of satisfaction, trust, and commitment in customer relationships," Journal of Marketing, Vol.63, No.2, pp.70-87, 1999.   DOI
23 D. Grewal, R. Krishnan, J. Baker, and N. Borin, "The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions," Journal of retailing, Vol.74, p.331, 1998.   DOI
24 E. A. Greenleaf and D. R. Lehmann, "Reasons for substantial delay in customer decision making," Journal of Consumer Research, Vol.23(September), pp.186-199, 1995.
25 J. H. Gu, The effect of flexible hotel room charging policy on perceived price fairness of hotel patron, Doctoral Dissertation of Sejong University Graduate School, 2004.
26 G. T. Gundlach, R. S. Achrol, and J. T. Mentzer, "The structure of commitment in exchange," Journal of Marketing, Vol.59, pp.78-92, 1995.   DOI
27 T. Hennig-Thurau, K. P. Gwinner, and D. D. Gremler, "Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality," Journal of Service Research, Vol.4, No.1, pp.230-248, 2002.   DOI
28 S. J. Hoch, E. T. Bradlow, and B. Wansink, "The variety of an assortment," Marketing Science, Vol.18, No.4, pp.527-546, 1999.   DOI
29 S. J. Arnold, T. H. Oum, and D. J. Tigert, "Determinant attributes in retail patronage: seasonal, temporal, regional, and international comparisons," Journal of Marketing Research, Vol.20, pp.149-157, 1983.   DOI
30 H. S. Bansal, P. G. Irving, and S. F. Taylor, "A Three-component model of commitment to service providers," Journal of Academy of Marketing Science, Vol.32, No.3, pp.234-250, 2004.   DOI
31 D. James, R. Durand, and R. Dreves, "The Use of a Multi-Attribute Attitude in a Store Image Study," Journal of Retailing, Vol.52, (summer), pp.23-32, 1976.
32 C. Huffman and B. E. Kahn, "Variety for sale: Mass customization or mass confusion?," Journal of Retailing, Vol.74, No.4, pp.491-513, 1998.   DOI
33 J. Jacoby and D. B. Kyner, "Brand loyalty vs. repeat purchasing behavior," Journal of Marketing Research, Vol.10, No.1, pp.1-10, 1973.   DOI
34 Janaina. M. E. G and Paula B. S. and Edgard M. M. REAd - Special Issue 36, 9(6), nov-dec, 2003.
35 Jennifer Yurchisin and J. H. Park, "Effects of Retail Store Image Attractiveness and Self-Evaluated Job Performance on Employee Retention," J. of Business Psychology," Vol.25, pp.441-450, 2010.   DOI
36 John H. Kunkel and Leonard L. Berry, "A Behavioral Conception of Retail Image," Journal of Marketing, Vol.32, Oct. pp.21-27, 1968.
37 S. H. Kim, Understanding Tourism Marketing, Baeksan Publishing Co., 2003.
38 P. Kolter, Marketing Management, 6th ed., Prentice-Hall, New Jersey, Kotler, P., Principles of Marketing, 1988.
39 J. H. Kunkel and L. L. Berry, "A behavioral conception of retail image," Journal of Marketing, Vol.32, No.4, pp.21-27, 1968.
40 R. Ladhari, "Service quality, emotional satisfaction, and behavioral intentions: A study in the hotel industry," Managing Service Quality, Vol.19, No.3, pp.308-331, 2009.   DOI
41 V. P. Lessig, "Consumer store image and store loyalties," Journal of Marketing, Vol.37(Oct), pp.72-74, 1973.   DOI
42 P. Mazursky and J. Jacoby, "Exploring the development of store images," Journal of Retailing, Vol.62, No.2, pp.145-165, 1986.
43 J. Leenheer and T. H. A. Bijmolt, "Which retailers adopt a loyalty program? An empirical study," Journal of Retailing and Consumer Services, Vol.15, pp.429-442, 2008.   DOI
44 M. Levy and B. A. Weitz, Retail Management, 7th ed. McGraw-Hill/Irwin, 2008.
45 P. Martineau, "The personality of retail store," Harvard Business Review, Vol.36, No.1, pp.47-55, 1958.
46 A. Mehrabian and J. A. Russell, An approach to environmental psychology, Cambradge, MA, MIT Press, 1974.
47 M. J. Miranda, L. Konya, and I. Havrila, "Shopper's satisfaction levels are not the only key to store loyalty," Mark Intell Plan, Vol.23, No.2, pp.220-232, 2005.   DOI
48 M. J. Quero and R. Ventura, "Affective commitment and future purchase intentions in the performing arts: An empirical approach,' Canadian Journal of Administrative Sciences, Vol.32, pp.75-85, 2015.   DOI
49 C. Moorman, G. Zaltman, and R. Deshpande, "Relationships between providers and users of marketing research: The dynamics of trust within and between organization," Journal of Marketing Research, Vol.29, No.3, pp.314-329, 1992.   DOI
50 R. M. Morgan and S. D. Hunt, "The commitment-trust theory of relationship marketing," Journal of Marketing, Vol.58, pp.20-38, 1994.
51 K. E. Miller and K. L. Granzin, "Simultaneous loyalty and benefit segmentation of retail store customers," Journal of Retailing, Vol.55, No.1, pp.47-50, 1979.
52 N. K. Cho, "A study on consumer perception store image," Journal of Business Administration Research, Vol.20, No.2, pp.325-352, 1991.
53 Y. Pan and G. M. Zinkhan "Determinants of retail patronage: a meta-analytical perspective," Journal of Retailing, Vol.82, No.3, pp.229-243, 2006.   DOI
54 R. L. Oliver, R. T. Rust, and S. Varki, "Customer delight: foundations, findings, and managerial insight," Journal of Retailing, Vol.73, No.3, pp.311-36, 1997.   DOI
55 Y. Pan and G. M. Zinkhan, "Determinants of retail patronage: a meta-analytical perspective," Journal of Retailing, Vol.82, No.3, pp.229-243, 2006.   DOI
56 A. Parasuraman, V. A. Zeithaml, and L. L. Berry, "A conceptual madel of service quality and its implications for future research," Journal of Marketing, Vol.49, No.4, Fall, pp.41-50, 1985.   DOI
57 Pamela Miles Homer, "Perceived quality and image: When all is not "rosy," Journal of Business Research, Vol.61, pp.715-723, 2008.   DOI
58 R. Plutchick, Emotions: A psychoevolutionary synthesis, New-York: Haeper & Row, 1980.
59 Oivind Helgesen and Erik Nesset. Impacts of store and chain images on the "quality-satisfaction-loyalty process," in petrol retailing. Journal of Retailing and Consumer Services, Vol.17, pp.109-118, 2010.   DOI
60 Sam Thomas, Linking customer loyalty to customer satisfaction and store image: a structural model for retailer stores, 40(1-2), pp.15-25, 2013.   DOI
61 S. H. Park, "Relation between store image and customer relationship formation of apparel store in Mongolia," J. South Korea Mongolia Society, Vol.42, pp.157-186, 2015.
62 I. Simonson, "The effects of product assortment on buyer preferences," Journal of Retailing, Vol.75, No.3, pp.347-370, 1999.   DOI
63 Tuu Huy Ho and Svein Ottar Olsen. The relationship among perceived quality, consumer satisfaction and loyalty in the vietnamese market for seafood, IIFET 2006 Portsmouth Proceedings, pp.1-9, 2006.
64 R. Smith, "Can you bribe your way to costumer loyalty frequency marketing strategies," Strategic Research, Vol.41, pp.153-159, 1988.
65 B. Stauss and P. Neuhaus, "The qualitative satisfaction model," International Journal of Service Industry Management, Vol.8, No.3, pp.236-249, 1977.   DOI
66 T. Jones, Sh. F. Taylor, and H. S. Bansal, "Commitment to a friend, a service provider, or a service company-are they distinctions worth marketing?," Journal of Academy of Marketing Science, Vol.36, pp.473-487, 2008.   DOI
67 E. van Herpen and R. Pieters, "Research note: The variety of an assortment: an extension to the attribute-based approach," Marketing Science, Vol.21, No.3, pp.331-341, 2002.   DOI
68 G. Walsh, B. Bartikowski, and S. E. Beatty, "Impact of customer-based corporate reputation on non-monetary and monetary outcomes: The roles of commitment and service context risk," British, Journal of Management, Vol.25, No.2, pp.166-185, 2014.   DOI
69 R. A. Westbrook and R. L. Oliver, "The dimensionality of consumption emotion patterns and consumer satisfaction," Journal of Consumer Research, Vol.18, No.1, pp.84-91, 1991.   DOI
70 A. Wong, "The role of emotional satisfaction in service encounters," Managing service quality: An International Journal, Vol.14, No.5, pp.365-376, 2004.   DOI
71 L. A. Williams and A. C. Burns, "Factors affecting children's store loyalty: An empirical examination of two store types," Journal of Applied Business Research, Vol.17, No.1, pp.61-73, 2001.
72 A. V. Zeithaml, "Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence," Journal of Marketing, Vol.52, No.3, pp.2-22, 1988.   DOI
73 C. J. Yoo, J. H. Park, and D. J. MacInnis, "Effects of store characteristics and in-store emotional experiences on store attitude," Journal of Business Research, Vol.42. No.3, pp.253-263, 1998.   DOI
74 Y. Yu and A. Dean, "The contribution of emotional satisfaction to consumer loyalty," International Journal of Service Industry Management, Vol.12, pp.234-250, 2001.   DOI
75 S. J. Yoo and J. Y. Chang, "An exploratory research on the store image attributes affecting its store loyalty," Seoul Journal of Business, Vol.11, No.1, pp.19-41, 2005.
76 S. Zielke, "Measurement of retailers' price images with a multiple-item scale," International Review Retail Distribution Consumer Research, Vol.16, No.3, pp.297-316, 2006.   DOI
77 S. Zielke, "How price image dimensions influence shopping intentions for different store formats," European Journal of Marketing, Vol.44, No.6, pp.748-770, 2010.   DOI