When Corporate Actions and Consumer Values Collide: Does Consumer Religious Commitment Influence Store Loyalty and Consumer Complaint Intentions?

Abstract

Anecdotal evidence suggests that companies in the United States receive criticism from consumers for ignoring or violating their religious beliefs. In an exploratory study surveying 425 respondents in three different states, this paper empirically examines the relationship between consumers’ religious commitment, consumers’ store loyalty, and store complaint intentions. Results suggest that when firms enact policies or procedures that are contrary to existing customers’ religious beliefs, consumers’ religious commitment influences store loyalty negatively. In addition, analysis reveals that increased customer religious commitment may lead to an increase in store complaint intentions.