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The relationship among image, satisfaction and loyalty – innovative factor of competitiveness for shopping centers

Author

Listed:
  • Ioana-Nicoleta Abrudan

    (The Bucharest University of Economic Studies)

  • Ioan Plaias

    (The Bucharest University of Economic Studies)

  • Dan-Cristian Dabija

    (The Bucharest University of Economic Studies)

Abstract

Currently, most markets are characterized by high competition among shopping centers. Under these circumstances, the evolution in the competitiveness and performance of the centers is increasingly linked to the success in the innovation of current activities, which is aimed at improving their image and increasing customer satisfaction and loyalty. The purpose of the present research is to study the influence of innovation activities through the image components on behavioural loyalty, mediated by satisfaction (affective loyalty) and conative loyalty. The authors aim to investigate, using a questionnaire survey among the customers of Cluj-Napoca shopping centers, the relationship among the components of image and satisfaction and the various types of loyalty. The conclusions of the structural equations modelling reveal that most components of the image (assortment, price, loyalty policy, décor, service and communication) directly and positively influence satisfaction, and that satisfaction and conative loyalty mediate the relationship between image and behavioural loyalty. The results reveal important managerial implications from the point of view of innovative actions of shopping centers, which can contribute to attracting and keeping customers, these contributing not only to creating loyal patrons, but also to increasing their competitiveness and to achieving better positioning.

Suggested Citation

  • Ioana-Nicoleta Abrudan & Ioan Plaias & Dan-Cristian Dabija, 2015. "The relationship among image, satisfaction and loyalty – innovative factor of competitiveness for shopping centers," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(39), pages 536-536, May.
    • Handle: RePEc:aes:amfeco:v:39:y:2015:i:17:p:536
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    References listed on IDEAS

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    1. Pan, Yue & Sheng, Simon & Xie, Frank T., 2012. "Antecedents of customer loyalty: An empirical synthesis and reexamination," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 150-158.
    2. Vasile Dinu, 2010. "The Need for Consumers’ Protection," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 12(28), pages 262-264, June.
    3. Sorescu, Alina & Frambach, Ruud T. & Singh, Jagdip & Rangaswamy, Arvind & Bridges, Cheryl, 2011. "Innovations in Retail Business Models," Journal of Retailing, Elsevier, vol. 87(S1), pages 3-16.
    4. Wong, Amy & Dean, Alison, 2009. "Enhancing value for Chinese shoppers: The contribution of store and customer characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 16(2), pages 123-134.
    5. Finn, Adam & Louviere, Jordan J., 1996. "Shopping center image, consideration, and choice: Anchor store contribution," Journal of Business Research, Elsevier, vol. 35(3), pages 241-251, March.
    6. Russell-Bennett, Rebekah & McColl-Kennedy, Janet R. & Coote, Leonard V., 2007. "Involvement, satisfaction, and brand loyalty in a small business services setting," Journal of Business Research, Elsevier, vol. 60(12), pages 1253-1260, December.
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    Cited by:

    1. TUNÇ, Tarkan, 2022. "The Impact Of Marketing Innovation On Customer Loyalty: The Mediati̇ng Role Of Brand Image And Customer Satisfaction (A Case Study In Chemical Industry)," Academic Review of Humanities and Social Sciences, Bursa Teknik Üniversitesi, vol. 5(2), pages 130-155.
    2. Ioana Nicoleta Abrudan, 2016. "Influence Factors For Store Format Choice In The Apparel And Footwear Market," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 79-90, May.
    3. Ioana Nicoleta ABRUDAN Author- Workplace-Name: BabeÈ™-Bolyai University, 400091, Romania, 2016. "Gender And Shopping Behavior Outcomes In The Context Of Shopping Centers," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 5(Special I), pages 1-11, august.

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    More about this item

    Keywords

    consumer satisfaction; cognitive; affective; conative and behavioural loyalty; image; retail; shopping centers; innovation; competitiveness;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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