In today's globalized market place, growing customer dedication
arises as the utmost significant challenge faced by marketers. The
retail industry, more than any other, distinguishes how business
links have become more challenging in the new age. Asian markets
including Pakistan are providing prospects for retailers to penetrate
into the market along with the competitive environment, where
customers need variety in retail layouts. This study examined the
effect of functional and psychological retail store attributes on retail
equity while considering the mediating role of customer
involvement and customer commitment. A non-experimental
quantitative design of research was used and primary data was
gathered through a structured self-administered questionnaire from
customers of specialty retail stores. Structural equation modeling
was used to analyzed the data. The findings indicate that functional
and psychological attributes of retail store have a significant positive
impact on retail equity. Furthermore all the mediation results are
significant except mediation of customer involvement with the retail
store.
Sadia Aziz, Usman Ghani, Muhammad Abullah Khan Niaz. (2020) Effect of Functional and Psychlogical Attributes of Retail Store on Retail Equity: The Mediating Role of Customer Involvement and Commitment with the Retail Store, , Volume-14, Issue-1.
