The impact of retailer innovativeness and food healthiness on store prestige, store trust and store loyalty

Abstract

Food retailers struggle to attract new consumers and retain current ones by implementing innovative strategies to achieve competitive advantage. In this context, this presents study aims to understand how perceived retailer innovativeness and perceived food healthiness influence store prestige, store trust, and store loyalty. For this purpose, data were gathered from consumers using a survey instrument. Direct and mediated effects were tested utilizing structural equation modeling. The empirical data confirm the positive role of retailer innovativeness and perceived food healthiness on both store prestige and store trust. The findings also revealed that store prestige and store trust are positively related to store loyalty. In addition, the analyses indicated that store prestige and store trust performed partial mediating influence on the link of perceived retailer innovativeness, perceived food healthiness, and store loyalty. Some implications are also presented based on the research findings.