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.
