Volume 14 Issue 2 2018


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 This study strived to explain the relationship between the dimensions of retailer behavior and their impact on brand image and customer retention. Retailer's 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 a 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. With a firm basis in positivist philosophy, this research has taken a quantitative approach and explanatory strategy. The data is collected from a sample size of 300 having a non-probability sampling technique. The survey method is utilized with a questionnaire by the development of reliable instruments. empirical results show that there is a 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. There is little research on the 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 objectives. Moreover, this study may help local marketers to pay extra heed to the selection and training of retailers to augment brand image and customer retention.
Keywords Interactive services, satisfactory behavior, Retailer's behavior, brand Image, Customer Retention.
Year 2018
Volume 14
Issue 2
Type Full Length Paper
Recognized by Higher Education Commission of Pakistan, HEC
Category "Y"
Journal Name IBT Journal of Business Studies
Publisher Name ILMA University
Jel Classification H3, L81
ISSN no (E, Electronic) 2409-6520
ISSN no (P, Print) 2416-8393
Country Pakistan
City Karachi
Institution Type University
Journal Type Open Access
Type of Review Double Blind Peer Reviewed
Format PDF
Paper Link
Page 90-104
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