CAN RETAILER REALLY RETAIN? THE NEXUS BETWEEN BRAND IMAGE, CUSTOMER RETENTION AND RETAILER BEHAVIOR
Download Volume 14 Issue 2 2018 | |
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Author(s): |
Asif Hussain Samo
Hoorain Ashraf
Anum Shahid
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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 | DOI | http://dx.doi.org/10.46745/ilma.jbs.2018.14.02.08 | 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 | Paper Link | http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/14.2/8.pdf | Page | 90-104 | References | Aaker, D. a., & Aaker, D. a. (2004). Leveraging the Corporate Brand. (cover story).
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