Perceived Value, Store Image and Satisfaction as Antecedents of Store Loyalty Moderated by Procedural Switching Costs

Akram Harmoni Wiardi,Effed Darta Hadi,Herry Novrianda

doi:10.24856/mem.v35i1.1175

Akram Harmoni Wiardi, Effed Darta Hadi + Show 1 more

Open Access

https://doi.org/10.24856/mem.v35i1.1175

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Abstract

<p>The phenomenon of measuring behavioral loyalty on specific stores or merchants obviously popular, particularly despite the existence of structural and fundamental criticism on specific issue. The objectives of this research is to examine the antecedents of customer loyalty specifically on store loyalty. We operate survey method to gather primary data. The focus of the research is to examine the effect of perceived value, store image, and customer satisfaction on store loyalty. The results indicate that customer who perceive low perception of procedural switching costs and high perception of procedural switching costs experienced different perception in their perceived value on customer satisfaction, perceived value on loyalty, and store image on customer satisfaction. The results shows that the perceived value, store image, and customer satisfaction has a positive and significant relationship of store loyalty in the different perception of procedural switching costs. Furthermore, procedural switching costs play a significant role in moderating the relationship between customer satisfaction and store loyalty. There was an indirect effect in the relationship between perceived value and store loyalty, which was mediated by customer satisfaction. The indirect effect of the relationship between store image and store loyalty was also proven to be mediated by the customer satisfaction.</p>

Highlights

The detection of brand loyalty commonly can be identified through the structure of beliefs, the structure of attitudes, and the structure of intentions or intention to behave (Oliver, 1999)
Their research did not distinguish the types of switching costs so that it could affects the operational definition of measurement variables, ie. switching costs, so in this study we describe the specific types of switching costs as a moderating variable, it is the perception of the procedural switching costs
We found the significant relationship between perceived value and store loyalty, relationship to customer satisfaction and store loyalty; the signifycant relationship between store image and customer satisfaction; and satisfaction on loyalty

Summary

Introduction

The detection of brand loyalty commonly can be identified through the structure of beliefs (cognitive), the structure of attitudes (affective), and the structure of intentions (conative) or intention to behave (Oliver, 1999). The third stage of this decision process should be firstly reviewed to ensure the actual brand loyalty (Dharmmesta, 1999). Conative loyalty is a condition which includes deep commitment in making a purchase decision. The conceptual and operational definitions of consumer behavior has not been able to explain how and why loyalty towards specific store exists. The pattern of consumer behavior revisiting the specific store is noted as an important concept in explaining the behavior of loyalty, instead of memories of costumer regarding to how they behave

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