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Can Retailer Really Retain? The Nexus Between Brand Image, Customer Retention And Retailer Behavior

Author

Listed:
  • Asif Hussain Samo

    (Lecturer in Department of Business Administration at Sindh Madressatul Islam University,)

  • Hoorain Ashraf

    (Student in Department of Business Administration at Sindh Madressatul Islam University)

  • Anum Shahid

    (Student in Department of Business Administration at Sindh Madressatul Islam University,)

Abstract

Purpose/ObjectivesThis study strived to explain the relationship between the dimensions of retailer behavior and their impact on brand image and customer retention.Retailers roles in the pursuit of customer satisfaction have been extensively studied, the two dimensions, however, of retailer behavior, namely, interactive services and satisfactory behavior, have not been empirically tested yet.Moreover, the literature reviews also suggested that there is dearth of research on the relationship of retailer and marketing objectives of the company in the local context.This research endeavors to pave the way for further research in this regard.Design/Methodology/Approach With firm basis in positivist philosophy, this research has taken quantitative approach and explanatory strategy.The data is collected from the sample size of 300 having non probability sampling technique.Survey method is utilized with questionnaire by development of the reliable instruments.Findings empirical results show that there is positive impact of interactive services and satisfactory attitude of the retailer on brand image and customer retention.When compared, satisfactory behavior has more impact on both, brand image and customer retention, than interactive services.Originality/Value There is fewer research on role of retailer behavior in achieving marketing objectives in the local context, and in general, the individual dimensions of retailer behavior are not tested on different marketing goals.This study has intended to accomplish both the objectives.Moreover, this study may help local marketers to pay extra heed towards selection and training of retailers to augment brand image and customer retention.

Suggested Citation

  • Asif Hussain Samo & Hoorain Ashraf & Anum Shahid, 2018. "Can Retailer Really Retain? The Nexus Between Brand Image, Customer Retention And Retailer Behavior," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 14(2), pages 90-104.
    • Handle: RePEc:aib:ibtjbs:v:14:y:2018:i:2:p:90-104
    DOI: https://doi.org/10.46745/ilma.ibtjbs.2018.142.8
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    References listed on IDEAS

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    1. Semeijn, J. & van Riel, A.C.R. & Ambrosini, A.B., 2003. "Consumer evaluations of store brands: effects of store image and product attributes," Research Memorandum 015, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    2. Sharma, Arun & Stafford, Thomas F., 2000. "The Effect of Retail Atmospherics on Customers' Perceptions of Salespeople and Customer Persuasion:: An Empirical Investigation," Journal of Business Research, Elsevier, vol. 49(2), pages 183-191, August.
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