Abstract
In this study, the role of in-store logistic operations is examined on customer satisfaction and loyalty in Pakistan. Disconfirmation expectation theory is adopted because customer satisfaction is the result of their expectation and shopping experience. Data from 201 respondents is collected via interception method and PLS-SEM was applied for the analysis. Results show that customer perceived in-store logistics has direct and positive impact on satisfaction and loyalty. Therefore, by improving in-store logistic activities, customer satisfaction can be enhanced. Results also show that customer perceived in-store logistic performance has no impact on store image, so store image does not have mediating effect in this study. Moreover, the role of customer satisfaction as mediator was found which highlights the importance of satisfaction in the process of providing efficient in-store operations for making more customers loyal. Based on findings, a thorough discussion is reported whereas the managerial implications are also discussed.
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