THE INFLUENCE OF RETAIL SERVICES AND SELLING BEHAVIORS ON CUSTOMER’S SATISFACTION, TRUST AND LOYALTY INTENTIONS IN RETAIL INDUSTRY OF PAKISTAN

Abstract

This study examines the impact of retail services quality and selling behavior on customers’ satisfaction, trust, and store loyalty in case of high involvement products such as consumer electronics/home appliances in the context of Pakistan. The data was collected from 377 customers who completed the survey online. Respondents were particularly asked if they had any experience of buying such items recently and keeping in mind the purchase experience, rate the scale items accordingly. Factor analysis and multiple regression analysis were used for model testing. The study results show that store service quality and selling orientation strategy both have a significant impact on customer satisfaction, trust and store loyalty intentions. The study also involves the mediation analysis, satisfaction‐trust serving as mediator factor between two IVs (service quality and selling behaviors) and DV (store loyalty intentions). Results show that services quality and selling behaviour both have significant influence on store loyalty intentions. Further, satisfaction‐trust mediates the relationship between variables. The indirect path is significant which proves that satisfaction‐trust mediate the relationship between store attributes and consumer buying behaviour. The study has significant implications for multiple retail channels that can incorporate retail service quality and selling behaviour strategy (relational selling & consultative selling) to differentiate the retail brand services. Retailers of high involvement products category heavily relying on the selling skills and behaviour of salesperson/employee, can benefit from the study to implement retail brand positioning strategy.