Retail service quality, corporate image and behavioural intentions: the mediating effects of customer satisfaction

Wantao Yu · Ramakrishnan Ramanathan

57 citations0/0 files storedThe International Review of Retail Distribution and Consumer Research

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

This study investigates the relationships between service quality, corporate image, satisfaction and behavioural intentions. A structural equation modelling (SEM) approach is applied to test the proposed conceptual framework, using data collected from 404 supermarket customers in China. The structural model suggests that customer satisfaction fully mediates the impact of retail service quality on behavioural intentions (e.g. intention to recommend and repurchase). The results also indicate that retail service quality significantly influences customer perceptions of corporate image. The relationship between corporate image and behavioural intentions is fully mediated by satisfaction.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1988Structural equation modeling in practice: A review and recommended two-step approach.1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2000Structural equation modeling with AMOS: basic concepts, applications, and programming 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2025Advances in Consumer Research

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