Analyzing the mediating role of Loyalty to Salesperson in the relationship of Retail Satisfaction, Product Quality and Re-patronage Intention

Abstract

In the present study there is interest in loyalty to customer and it has been joined with relationship marketing in the context of retail marketing. In the scenario of present era majority of the business entities relating to the retail market are trying to improve the service quality significantly and enhance the relationship between salesperson and customer so that the store loyalty may increase. As the result of these practices are becoming more famous among the organizations and the advanced technology assists these organizations to improve the relationship with customers and implement these strategies. Present study was conducted in two big cities Faisalabad and Lahore, Punjab Pakistan. Customers of eleven retail stores are selected as population from which 204 respondents selected as sample. Convenient sampling technique was used to draw the sample. Regression and mediation tests were used to analyze the collected data. Results showed that there is a significant impact of retail satisfaction and product quality on re-patronage intention as the values of R² are .184 and .149 respectively. Furthermore, to check the mediating impact of mediator loyalty to salesman the method of Barren and Kenny was used and further analysis showed that the mediator has partially mediate the relationship of independent and dependent variables. This study will help the retailers to develop the long term relations of retailers and customers as well as the relationship of customers with the salespersons.