Do Store and Brand Attachments Influence Customer Loyalty? Evidence From Migrant Workers in Taiwan

The number of migrant workers in Taiwan has been increasing annually. Over the past decade, migrant workers have contributed to the nation’s economic growth, particularly in the construction, fishing, nursing, and public service sectors. Although many practitioners and scholars have articulated the significance of managing and understanding the migrant workers’ work and living conditions, research on the complex influences targeting their shopping behavior, attachment, and customer loyalty has not been steady. This study aimed to develop and empirically test a framework to examine the effects of store image, service quality, product attributes, and sales promotion on store and brand attachments, affecting customers’ loyalty to stores among migrant workers. The study employed the Mehrabian-Russell Model and attachment theory as theoretical bases. Empirical data was collected from 504 migrant workers in Taiwan through the purposive sampling technique using a questionnaire survey. Data analysis, hypotheses testing, and model validation were performed through SmartPLS 3.2.8 statistical software. The findings showed that store image and service quality were positively related to store attachment. Product attributes and sales promotion were positively related to brand attachment. Additionally, store and brand attachments are positively related to customer loyalty. Therefore, store and brand attachment were mediators linking store image, service quality, product attributes, and sales promotion to customer loyalty. According to the findings, the study offers implications and suggestions for researchers and practitioners in the retail sector, especially for retail stores related to migrant workers.