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How store attributes impact shoppers' loyalty : do different national cultures follow the same loyalty building process?

Author

Listed:
  • Monica Grosso

    (EM - EMLyon Business School)

  • Sandro Castaldo

Abstract

This paper takes a first step toward verifying the robustness of a comprehensive loyalty building model across different national cultures, according to Hofstede's distinction between individualist and collectivist countries. To this end, we test a two-stage model. After collecting data from 12 countries with different cultural traits, we test the two models in two macro groups: individualist and collectivist countries. The study's results show that the intensity of some core loyalty model paths – particularly the relationships between store loyalty and its main drivers (perceived value and customer satisfaction) – are contingent on the country's culture. In particular, the impact of customer satisfaction on store loyalty intention is greater in collectivist countries than in individualist countries. By contrast, the impact of perceived value on store loyalty is greater in individualist than in collectivist countries. Moreover, the cultural dimension moderates the impact of the stores' environment and promotions on satisfaction. By contrast, some other paths show robustness to national culture.

Suggested Citation

  • Monica Grosso & Sandro Castaldo, 2015. "How store attributes impact shoppers' loyalty : do different national cultures follow the same loyalty building process?," Post-Print hal-02313338, HAL.
    • Handle: RePEc:hal:journl:hal-02313338
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    Cited by:

    1. Hechmi Najjar & Chaker Najar, 2023. "From relational benefits to consumer loyalty across international perspective: a meta-analytic structural equation modeling," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 470-489, September.
    2. Zielke, Stephan & Komor, Marcin & Schlößer, Andrea, 2023. "Coping strategies and intended change of shopping habits after the Corona pandemic – Insights from two countries in Western and Eastern Europe," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).

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