IMPACT OF RETAILING ABILITY, RETAILING INTEGRITY AND RETAILING BRAND IMAGE ON CONSUMER LOYALTY; MEDIATING ROLE OF CONSUMER PERCEIVED RISK

Abstract

This research study examines the impact of retailing ability, retailing integrity, and retailing brand image on consumer loyalty, with a focus on the mediating role of consumer perceived risk. The objectives of the study are to determine the significance of these variables in the retail industry, assess the role of perceived risk on consumer loyalty, analyze their impact on consumer loyalty through the mediating role of perceived risk for Imtiaz, Karachi and Carrefour, Karachi, and provide recommendations for improving consumer loyalty for these retail organizations. The study adopts a deductive approach and employs a quantitative research design. The research population consists of consumers of Imtiaz, Karachi and Carrefour, Karachi, chosen to gain first-hand information about the variables under investigation. A non-probability convenience sampling technique is used, with a sample size of 385 respondents randomly allocated to both stores. Data is collected through survey questionnaires, measuring variables such as retailer's brand image, consumer perceived risk, and consumer loyalty. The data analysis involves correlation analysis, regression analysis, frequency analysis, and the Process Hayes Model. The findings demonstrate significant relationships between retailing ability, retailing integrity, retailing brand image, and consumer loyalty. Moreover, consumer perceived risk is found to mediate these relationships, indicating its influence on the strength of the associations. Specific dimensions within each construct are identified to have a stronger impact on consumer loyalty, providing insights into effective strategies for building customer loyalty in the retail sector. In conclusion, the study highlights the importance of retailing ability, retailing integrity, and brand image in lowering customer perceived risk and enhancing consumer loyalty. The brand image helps retailers understand the needs and demands of the target market through effective communication, maintaining a strong competitive position in the retailing industry. Retailers should focus on improving retailing ability to facilitate customers and enhance their brand image, ultimately reducing perceived risk. By acquiring a variety of products and services that cater to consumer needs, retailers can decrease customer perceived risk and increase customer loyalty.