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Assessing the effects of self‐congruity, attitudes and customer satisfaction on customer behavioural intentions in retail environment

Assessing the effects of self‐congruity, attitudes and customer satisfaction on customer... Purpose – This paper aims to develop a model that will include self‐image congruence, attitudes, satisfaction and explain their role on behavioural intentions. Design/methodology/approach – A qualitative survey was carried out. It was followed by a quantitative study, conducted in two stages to clarify the self‐congruity scale. Results were used to lead an exploratory investigation of a conceptual model of behavioural intentions. Findings – Ideal self‐image congruity had a stronger direct effect on attitudes, than did actual self‐image congruity. Indeed, there was evidence in this study that behavioural intentions were directly or indirectly influenced by shopper's self‐congruity, attitudes, and satisfaction. Research limitations/implications – No research has ever simultaneously compared the relative influence of these important constructs on service encounter outcomes. The obvious implication is the need for further consideration of similar composite models. Indeed, it would be instructive in future research to assess the extent to which individual characteristics and demographic variables mediate self‐congruity, attitudes and satisfaction, and their influence on behavioural intentions. Practical implications – Retailers need to realize that positioning their store to enhance the likelihood of self‐congruity with target shoppers and improve their attitudes, is important but not enough. The goal for improving self‐congruity and attitudes is to make sure shoppers have received the benefit they expect to find. The benefits received directly influence shoppers' decisions on whether they will want to come back in the future and what they will say about the store to others. Originality/value – This research provides an improved understanding of the role of self‐congruity, attitudes and satisfaction on behavioural intentions. The inclusion of self‐congruity and attitudes in the proposed model as antecedents of behavioural intentions is one of the unique aspects of the study. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Assessing the effects of self‐congruity, attitudes and customer satisfaction on customer behavioural intentions in retail environment

Marketing Intelligence & Planning , Volume 26 (2): 21 – Mar 28, 2008

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References (94)

Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500810860638
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper aims to develop a model that will include self‐image congruence, attitudes, satisfaction and explain their role on behavioural intentions. Design/methodology/approach – A qualitative survey was carried out. It was followed by a quantitative study, conducted in two stages to clarify the self‐congruity scale. Results were used to lead an exploratory investigation of a conceptual model of behavioural intentions. Findings – Ideal self‐image congruity had a stronger direct effect on attitudes, than did actual self‐image congruity. Indeed, there was evidence in this study that behavioural intentions were directly or indirectly influenced by shopper's self‐congruity, attitudes, and satisfaction. Research limitations/implications – No research has ever simultaneously compared the relative influence of these important constructs on service encounter outcomes. The obvious implication is the need for further consideration of similar composite models. Indeed, it would be instructive in future research to assess the extent to which individual characteristics and demographic variables mediate self‐congruity, attitudes and satisfaction, and their influence on behavioural intentions. Practical implications – Retailers need to realize that positioning their store to enhance the likelihood of self‐congruity with target shoppers and improve their attitudes, is important but not enough. The goal for improving self‐congruity and attitudes is to make sure shoppers have received the benefit they expect to find. The benefits received directly influence shoppers' decisions on whether they will want to come back in the future and what they will say about the store to others. Originality/value – This research provides an improved understanding of the role of self‐congruity, attitudes and satisfaction on behavioural intentions. The inclusion of self‐congruity and attitudes in the proposed model as antecedents of behavioural intentions is one of the unique aspects of the study.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Mar 28, 2008

Keywords: Customer satisfaction; Consumer behaviour; Retailing

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