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Article
Publication date: 29 August 2018

Ana Cuic Tankovic and Dragan Benazic

The popularity of online shopping has grown in the recent years, enhancing the interest in identifying the factors that influence shoppers’ loyalty. The purpose of this…

Abstract

Purpose

The popularity of online shopping has grown in the recent years, enhancing the interest in identifying the factors that influence shoppers’ loyalty. The purpose of this paper is to investigate, through aesthetic appeal, layout and functionality, and financial security, the impact of customers’ perceptions of the e-servicescape in online shopping on perceived e-shopping value and customer loyalty defined as a two-component construct (attitudinal loyalty and behavioural loyalty), following the sequence of the S–O–R framework.

Design/methodology/approach

Data were gathered using an Internet survey in which 221 active online shoppers participated who had at least one online purchase in the past six months. The research model was analysed using the partial least squares approach to analyse structural equations (SEM).

Findings

Based upon empirical evidence of a web-based survey of online shoppers, this study shows that consumers’ interpretation of e-servicescape exerts a positive influence over perceived e-shopping value and loyalty. Specifically, the study finds that layout and functionality and financial security, as the salient attributes of the e-servicescape dimension, set the point of perceived e-shopping value which affects attitudinal loyalty.

Practical implications

The authors expose several practical implications how marketing management could use the dimensions of e-servicescape perceived e-shopping value. Managers are advised to incorporate the dimensions of the e-servicescape to build perceived e-shopping value and loyalty. Online shops need to invest in particular in layout and functionality and financial security, dimensions that had a stronger effect on perceived e-shopping value in order to achieve costumers’ loyalty in a fashion product context.

Originality/value

The transition from physical service locations to virtual service processes has increased the research interest of e-servicescape. This study analyses it through its aesthetic appeal, layout and functionality, and financial security connecting them with the constructs of perceived e-shopping value and customer loyalty in the application for fashion products. This work emphasises the connection between servicescape attributes in creating perceived value which affects attitudinal and behavioural loyalty. In this way, the e-servicescape is seen as stimuli, the perceived e-shopping value represents the organism and the loyalty the response of the sequence of the S–O–R framework. This research provides insight into the new effects of each dimension of e-servicescape on perceived e-shopping value and the two dimensions of loyalty, thus improving the existing knowledge in the field of servicescape and online shopping customer behaviour.

Details

Online Information Review, vol. 42 no. 7
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 20 November 2017

Elisabetta Savelli, Marco Cioppi and Federica Tombari

The purpose of this paper is to analyse whether and how the website atmosphere (WA) of a shopping centre affects the behavioural loyalty of customers towards physical…

Abstract

Purpose

The purpose of this paper is to analyse whether and how the website atmosphere (WA) of a shopping centre affects the behavioural loyalty of customers towards physical shopping centres. A mediating variable – individual shopper motivation – is considered in assessing this relationship.

Design/methodology/approach

The research hypotheses were tested using a partial least squares – path modelling approach to structural equation modelling on a sample population of 438 individuals.

Findings

Online atmospherics, particularly concerning the social/relational attributes of the WA, positively affect the behavioural loyalty of customers towards physical shopping centres. Moreover, recreational motivations strengthen this relationship more than functional motivations do.

Research limitations/implications

The sample investigated is limited with regard to diversity, age and gender. Future research can use a more representative sample to improve the findings’ relevance and generalisation. Also the development of a scale of measures for the shopping centre customers’ motivations is worthy of interest in future studies.

Practical implications

Recognising the importance of web atmospherics’ significant impact on customer loyalty should encourage shopping centre managers to develop effective website and online communication programmes.

Originality/value

Extant studies have paid little attention to the relationship between WA and customer loyalty to the physical shopping centre. This study investigates this relationship, combining the online and offline perspective into an overall research approach. Moreover, it contributes to the research on website management in the shopping centre context by providing a comprehensive analysis of WA, whereas previous studies have mainly focussed on one or a few atmospherics.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 11
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 5 June 2017

Xiabing Zheng, Matthew Lee and Christy M.K. Cheung

Existing research has long considered e-loyalty as a key to the success of online shopping. The purpose of this paper is to advance the theoretical understanding of e…

Abstract

Purpose

Existing research has long considered e-loyalty as a key to the success of online shopping. The purpose of this paper is to advance the theoretical understanding of e-loyalty by exploring the roles of coupon proneness and value consciousness in the context of online shopping platforms.

Design/methodology/approach

The authors empirically tested the research model using a sample of 537 users of an online shopping platform in a longitudinal setting.

Findings

The results provided support to all the hypotheses in the research model; particularly, the authors found that coupon proneness and value consciousness play important roles in explaining e-loyalty. They both exhibited significant moderating effects on the relationship between loyalty intentions and repurchase behaviors. The impact of trust on loyalty intentions was also examined.

Research limitations/implications

The authors believe that this study will shed light for practitioners and enable researchers to deepen their understanding of e-loyalty in online shopping platforms.

Originality/value

The research better explains the gap between two important price-tactics-related variables (including coupon proneness and value consciousness); and further examines their roles in determining customers’ repurchase behaviors in the context of online shopping, which is not well examined in previous studies.

Details

Internet Research, vol. 27 no. 3
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 5 November 2018

Souad Djelassi, Delphine Godefroit-Winkel and Mbaye Fall Diallo

The purpose of this paper is to investigate the factors influencing customer loyalty to shopping centres across different emerging countries. Specifically, it seeks to…

Abstract

Purpose

The purpose of this paper is to investigate the factors influencing customer loyalty to shopping centres across different emerging countries. Specifically, it seeks to determine how the cultural context moderates the direct effects of shopping centre perceived value and customer satisfaction on customer loyalty.

Design/methodology/approach

A shopping centre-intercept survey was conducted among 244 consumers in Morocco and 203 consumers in Tunisia. The proposed model was analysed using partial least squares path modelling.

Findings

The results demonstrate the impacts of perceived utilitarian and non-utilitarian value on customer satisfaction with a shopping centre, both moderated by the cultural context. Specifically, utilitarian, hedonic and relaxation values exert stronger influences on satisfaction in Tunisia than in Morocco; but socialisation value has a stronger impact on it in Morocco than in Tunisia. The influences of value dimensions on customer loyalty to the shopping centre do not vary between Tunisia and Morocco.

Practical implications

With these results shopping centre developers and retailers can develop more efficient strategies to target Maghreb emerging countries. For example, they should focus on factors that may increase the utilitarian, hedonic and relaxation values offered by shopping centres in Tunisia but address factors that facilitate socialisation value in Morocco.

Originality/value

By using a cross-culture perspective, this paper extends and enriches knowledge on shopping centre patronage in Maghreb countries. Also, it considers two non-utilitarian values (socialisation and relaxation), which are relevant in Maghreb countries.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 11/12
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 18 October 2017

Majid Mohammad Shafiee and Sayyed Mohammad Sadiq Es-Haghi

This study was carried out to identify mall image dimensions, analyse and discuss how shopping well-being is influenced by mall image and impacts on mall loyalty with the…

Abstract

Purpose

This study was carried out to identify mall image dimensions, analyse and discuss how shopping well-being is influenced by mall image and impacts on mall loyalty with the moderating role of gender differences. Besides, the relationship between hedonic value (HV) and utilitarian value (UV) on shopping well-being are investigated. The paper aims to discuss these issues.

Design/methodology/approach

Through a questionnaire, data were obtained from shoppers at the biggest and the most remarkable malls in Tehran that has a high level of brand awareness. A two-stage method of structural equation modelling was used for testing the hypotheses.

Findings

The results show that shopping well-being is affected by mall image and HV but not by UV. In addition, as indicated in previous researches, this study supports the idea that shopping well-being influences mall loyalty. In other words, it is argued that shopping well-being is more about pleasure and fun than doing task-oriented activities.

Originality/value

Most of the mall image dimensions overlapped each other, therefore the purpose of this research is to choose and introduce the best and the most comprehensive combination of those dimensions. Also, in spite of the recent emergence of the shopping well-being concept, it has proved to be delicate in the Iranian context through value, consumer well-being, consumption experiences and sociological life space theories in the quantitative method. In addition, this study shows that shopping well-being is a subjective well-being. This is in contrast to what the common Islamic philosophers opine. Additionally, not only did it propose how to make shoppers more loyal through shopping well-being, but it also discussed the role of gender difference on the subject of shopper loyalty phenomenon. More importantly, this study enables other researchers to investigate cultural differences in this region and make it possible to compare Middle Eastern Countries, especially Iran, to other countries.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 10
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 20 August 2020

Johannes C. Bauer, Marc Linzmajer, Liane Nagengast, Thomas Rudolph and Elena D'Cruz

Many marketplace examples suggest that using gamification in the online retail shopping context boosts sales and positively affects customer loyalty. Nevertheless, more…

Abstract

Purpose

Many marketplace examples suggest that using gamification in the online retail shopping context boosts sales and positively affects customer loyalty. Nevertheless, more research is needed to understand the effects of digital games on consumer behavior and their underlying psychological mechanisms. Therefore, this article explores how combining games and monetary rewards impacts customer satisfaction, loyalty and word-of-mouth (WOM) intentions.

Design/methodology/approach

To test our hypotheses, we designed two online laboratory experiments to stimulate an online shopping situation, as gamification in online retailing has the potential to affect an important set of outcomes for service firms throughout the consumer decision process (Hofacker et al., 2016).

Findings

The results of two lab experiments demonstrate that playing a shopping-related game without monetary participation incentive positively influences all three relational outcomes because games enhance consumers' enjoyment of the overall shopping experience. However, our findings also show that monetary rewards used to incentivize game participation diminish these effects. Gamification loses its positive effects if games are combined with monetary rewards, as consumers no longer play games to derive inherent enjoyment, but rather the extrinsic motivation of receiving a discount. We draw managerial implications about how gamification effectively and profitably fosters strong customer relationships and thus increases customer lifetime value and equity.

Research limitations/implications

This research is the first to investigate the combined effects of gamification and price discounts that require consumers to play the game in order to receive the discount. Focusing on an online shopping context, this article contributes to research on motivation by providing new and more nuanced insights into the psychological process underlying the gamification effects on consumer' long-term attitudes (i.e. satisfaction) and relational behaviors (i.e. positive WOM and loyalty) toward a retailer.

Practical implications

Based on our findings, we provide recommendations for marketers that explain how gamification can be a profitable and efficient tool to foster strong customer relationships. Retail managers should use gamification as a less costly alternative to typical price discounts.

Originality/value

Two laboratory experiments investigate how the separate and combined use of games and price discounts affects consumers' satisfaction, positive WOM intentions and loyalty. Playing a shopping-related game increases satisfaction with the retailer and positive WOM intentions as well as loyalty. Monetary rewards used to incentivize game participation eliminate the positive effects of gamification.

Details

Journal of Service Management, vol. 31 no. 3
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 21 June 2011

Hsin Hsin Chang and Hsin‐Wei Wang

The purpose of this research is to examine the impact of e‐service quality, customer perceived value, and customer satisfaction on customer loyalty in an online shopping

Abstract

Purpose

The purpose of this research is to examine the impact of e‐service quality, customer perceived value, and customer satisfaction on customer loyalty in an online shopping environment.

Design/methodology/approach

There were two studies performed in this research. Study 1 validated the self‐regulating processes; Study 2 tested the moderating effects of customer perceived value between satisfaction and loyalty. Structural equation modelling techniques and linear hierarchical regression models were used to test the causal model.

Findings

The study demonstrated that e‐service quality and customer perceived value influence customer satisfaction, and then influence customer loyalty. In addition this study found that customers with a high perceived value have a stronger relationship between satisfaction and customer loyalty than customers with a low perceived value.

Research limitations/implications

We found that there are emotional and rational routes influencing customer loyalty in the online shopping process. This will contribute to other research that clarifies the influencing process of online shoppers' motivation and behaviour.

Practical implications

In the pre‐purchase stage, online retailers should focus on attracting consumers by the quality of e‐service. In the purchase stage, online retailers should address the emotional factors, such as customer satisfaction. In the post‐purchase stage, rational factors – such as customer perceived value – play important roles because they can strengthen the relationship between satisfaction and loyalty.

Originality/value

This study viewed the purchase process as a different stage as consumers may make a choice at each of the purchase stages. Moreover this study found a way to examine the relationship between customer satisfaction and loyalty by exploring the moderating effects of customer perceived value.

Details

Online Information Review, vol. 35 no. 3
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 9 April 2018

Rakhi Thakur

The purpose of this paper is to develop and empirically test a model that examines the relationship between post-adoption self-efficacy, satisfaction, and loyalty in the…

Abstract

Purpose

The purpose of this paper is to develop and empirically test a model that examines the relationship between post-adoption self-efficacy, satisfaction, and loyalty in the usage of mobile shopping applications.

Design/methodology/approach

A structured questionnaire was used to collect data from respondents who had used mobile shopping applications to make purchases. Data analysis was done using partial least square structural equation modelling.

Findings

The results show that self-efficacy and satisfaction have a positive impact on continuance intention; however, the same may not lead to advocacy. The results also show that some antecedents of self-efficacy and satisfaction at the post-adoption stage differ from the pre-adoption intention stage.

Practical implications

The findings of the study provide a better understanding of the factors likely to influence loyalty among customers using mobile shopping applications. The findings also provide valuable insights into the factors that e-retailers need to focus to build self-efficacy among their customers using mobile interface.

Originality/value

The contribution of the paper lies in eliciting the differences between customer choice model at the pre-adoption and post-adoption stage for mobile shopping. Furthermore, the study demonstrated the role of a cognitive factor of self-efficacy in loyalty at the post-adoption stage that is pre-dominantly researched with affective factor of satisfaction.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 3
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 20 March 2020

Ali Abdallah Alalwan, Raed Salah Algharabat, Abdullah Mohammed Baabdullah, Nripendra P. Rana, Zainah Qasem and Yogesh K. Dwivedi

This study aims to examine the impact of mobile interactivity dimensions (active control, personalization, ubiquitous connectivity, connectedness, responsiveness and…

Abstract

Purpose

This study aims to examine the impact of mobile interactivity dimensions (active control, personalization, ubiquitous connectivity, connectedness, responsiveness and synchronicity) on customer engagement.

Design/methodology/approach

A quantitative field survey study was conducted to collect the required data from actual users of mobile shopping in three countries: Jordan, the United Kingdom (UK) and Saudi Arabia.

Findings

The results are based on structural equation modelling and support the impact of five dimensions of mobile interactivity: active control, personalization, ubiquitous connectivity, responsiveness and synchronicity. The impact of connectedness is not supported. The results also support the significant impact of customer engagement on customer loyalty.

Research limitations/implications

This study only considered the shopping activities conducted by mobile channels, while other channels (e.g., online channels, traditional channels and social media shopping channels) are not considered. Furthermore, the current model does not consider the impact of personal factors (e.g., technology readiness, self-efficacy and user experience). The results of the current study present a foundation that can guide marketers and practitioners in the area of mobile shopping.

Originality/value

This study enriches the current understanding of the impact of mobile interactivity on mobile shopping, as well as how mobile interactivity can enhance the level of customer engagement.

Details

Journal of Enterprise Information Management, vol. 33 no. 3
Type: Research Article
ISSN: 1741-0398

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Article
Publication date: 17 October 2016

Wen-Chin Tsao, Ming-Tsang Hsieh and Tom M.Y. Lin

Stimulated by trends in group purchasing and online social communities, consumers are changing their shopping behavior and increasingly turning to websites for their…

Abstract

Purpose

Stimulated by trends in group purchasing and online social communities, consumers are changing their shopping behavior and increasingly turning to websites for their shopping needs. The purpose of this paper is to investigate how website quality influences shopping websites to create value for the customer and promote loyalty among customers, as well as moderating effects of online shopping experience.

Design/methodology/approach

This study collected data from 275 respondents for testing against the proposed research model by means of the partial least squares (PLS) path modeling. ADANCO software was used to assess the reliability and validity of the measurement model, conduct an analysis of the goodness of model fit for the overall model, and test the hypotheses through structural modeling.

Findings

Empirical results demonstrate that system quality and electronic service quality (e-service quality) have a significant positive effect on the perceived value of consumer/seller relationship; the perceived value of the consumer/seller relationship has a significant positive effect on online loyalty; online shopping experience does not exert a moderating effect on the relationship between website quality and the perceived value of consumer/seller relationship.

Originality/value

This study applied the PLS path modeling approach using ADANCO variance-based structural equation modeling software to verify that website quality plays an important role in distinguishing a brand from other brands in e-tailing, making it an essential factor of a shopping website’s business success. This study further verified that the amount of previous online shopping experience a consumer has does not interfere with the positive influence that website quality exerts on the perceived value of the consumer/seller relationship. The above indicates that it is imperative for website managers to adopt online shopping experience of consumers as a market segmentation variable so as to enhance website quality, increase the perceived value of consumer-seller relationships, and win consumer loyalty.

Details

Industrial Management & Data Systems, vol. 116 no. 9
Type: Research Article
ISSN: 0263-5577

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