Consumer satisfaction and loyalty: Two main consequences of retailer personality |
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| Authors: | Cindy Lombart Didier Louis |
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| Institution: | 1. Audencia Nantes School of Management, Research Center in Marketing & Distribution In Situ, 8 Route de la Jonelière, BP 31222, 44312 Nantes Cedex 3, France;2. IUT de Saint-Nazaire, LEMNA, 58 Rue Michel-Ange, BP 420, 44600 Saint Nazaire, France;1. Reims Management School 59, rue Pierre Taittinger, 51100 Reims France;2. ERMES, Paris-Dauphine University, Place du Maréchal de Lattre de Tassigny 75775 Paris Cedex 16, France;3. AtooMedia, 231 rue Saint-Honoré 75001 Paris, France;1. School of Retail & Services Management, College of Business, Dublin Institute of Technology, Aungier Street, Dublin 2, Ireland;2. Centre for Advanced Retail Studies (CARS), Massey Business School (Albany), Massey University, Private Bag 102904, North Shore, Auckland 0745, New Zealand;3. Department of Marketing and Retailing, Surrey Business School, University of Surrey, Guildford, Surrey GU2 7XH, UK;1. Risk Department, Portuguese Investment Bank (BPI), Risk Analyst, Portugal;2. Department of Quantitative Methods, ISCTE Business School, Portugal;1. IAE, Université d''Orléans, Rue de Blois 45000 Orléans Cedex, France;2. EDHEC Business School, 24 avenue Gustave Delory, CS 50411, F-59057 Roubaix Cedex 1, France |
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| Abstract: | This article investigates the impact of retailer personality on consumers' satisfaction with and loyalty to the retailer, measured through attitude and future behavioral intentions. Data were collected on a convenience sample of 372 customers of a specific retailer. Using partial least squares analysis (PLS), we show that four traits (“congeniality”, “originality”, “conscientiousness” and “preciousness”) have a direct or indirect impact on one of the dependent variables studied. Hence, this article proposes a model of the consequences of retailer personality and suggests that retailer personality is an important concept that practitioners should consider when running their satisfaction and loyalty programs. |
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