The Mediating Role of Actual Self-Congruity on the Relationship between Religion and Store Loyalty: A Case of Mauritius

Abstract

Objective - This study develops a mediation model to test the link between religious affiliation, religiosity and store loyalty through the inclusion of Actual Self-Congruity (ASC) as a mediating variable. The theoretical frameworks underpinning this study are drawn from literature related to religion, self-congruity theory, and more specifically Sheth's (1983) Shopping Preference Theory. Methodology/Technique - The data was collected through telephone interviews among a random sample of 409 Mauritian grocery shoppers. The sample was divided as follows: Hindus (n= 202), Muslims (n=71) and Catholics (n= 136), in line with the religious proportion of the population. Findings - The mediation model was tested using regression analysis. The findings indicate that religiosity is positively related to store loyalty. Moreover, ASC fully mediates the link between religiosity and customers' store loyalty. Research Limitations/Implications – This research is confined to Mauritian grocery shoppers. The generalisation of the results could be extended to include high and low involvement products. Future research may also consider dual congruity approaches (functional and self –congruity) so as to reflect a more balanced view of congruity in explaining store loyalty. A larger number of religious groups could also be considered. Novelty - The inclusion of consumer religiosity and ASC as antecedents of store loyalty as proposed in the mediation model is one of the distinctive features of this research. To date, this area is under-researched. The results provide new and valuable insights into how ASC is instrumental in developing store loyalty in the grocery sector in a devoutly religious population. Type of Paper: Empirical Keywords: Actual Self-Congruity; Religion; Religiosity; Customer Loyalty. JEL Classification: M14, M31, M39