https://doi.org/10.53908/NMMR.300106
Volume 30, Issue-1, January 2022
Abstract
Purpose: Store positioning via technology and retail image are the factors that
influence store loyalty and the success of the retail. The objective of this study is
to assess the relation between positioning via in-store technology, store image and
store loyalty in Indian retail fashion outlets. Furthermore the mediation affect of store
image on the in-store technology and store loyalty relationship is analyzed.
Design/Methodology/Approach: On a sample of 284 customers, structural equation
modelling via Amos has been employed to test the proposed hypotheses. Convenience
sampling has been used for data collection.
Findings: The results reveal that the in-store technology positively influences store
image which further positively impacts customer loyalty towards the store. Finally
store image partially mediates the relationship between in-store technology and store
image.
Originality: The study has empirically tested the relation and provided evidence that
in store technology is an important dimension, which shoppers consider to position
stores in their minds.
Key words: In-store retail technology, Positioning, Store image, Store loyalty
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