Crowding influence on the loyalty mediated by consumer satisfaction in retail purchasing processes

Alessandro Silva de Oliveira, Dirceu da Silva, Marcelo Moll Brandão, Evandro Luiz Lopes

Abstract


The purpose of this paper is to improve understanding of the causal relationship of crowding in variable loyalty via customer satisfaction in retail purchasing processes. And also conduct tests to examine the implications of customer satisfaction mediation between crowding and consumer loyalty.To verify the hypotheses generated in the light of the theory, we performed a cross-sectional survey involving 486 college students. Data analysis through structural equation modeling (SEM) with partial least squares estimation indicated that the direct effect between perceived crowding and loyalty is mediated declared satisfaction. With this, the main contribution of this study is to corroborate the theoretical position that there can be positive consumer response to retail environments with high human density.




DOI: https://doi.org/10.5902/1983465916176


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Revista de Administração da UFSM. Brazilian Journal of Management

Universidade Federal de Santa Maria, Santa Maria, Rio Grande do Sul, Brasil, eISSN 1983-4659