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

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.

Service Quality, Students' Satisfaction and Behavioural Intentions in STEM and IC Higher Education Institutions

“…Cronin, Brady and Hult [44], Vilares and Coelho [45], Lai and Chen [46], Anderson and Mittal [47], Ibrahim and Najjar [48], Szymanski and Henard [49]. Satisfaction is therefore regarded as a significant determinant of behavioural intentions according to Bearden and Teel [50] and Ibrahim and Najjar [48].…”

“…A primary concern to an organisation should be the behavioural intentions of its customers [40,41]. Both quality and satisfaction have drawn the attention of researchers due to their linkage to customer loyalty.…”

Determinants of customer behavioural responses: A pilot study

“…Customer is presumed to be one of the most important stakeholders in any organisation because without him, organisations are not likely to succeed. Hence, customer behavioural intention is one of the main concepts that have been studied in the marketing literature (Ibrahim and Najjar, 2008). It is presumed that the knowledge regarding consumer behaviour will go a long way in ensuring effective marketing policies in favour of customers which will eventually facilitates positive customer attitude towards the organisations, more especially as customer behavioural intention is a strong indication of his actual behaviour (Francis et al, 2004).…”

Moderating effect of perceived risk on the relationship between product safety and intention

“…Knowledge regarding actual purchase will help researchers understand the needs and wants of customers. Thus, the data obtained from the actual purchase can help to identify the marketing strategy (Kim & Chung, 2011), customer satisfaction, and to ensure the continuity of the business (Carneiro et al, 2005;Ibrahim & Najjar, 2008;Paul & Rana, 2012). Certain studies found that actual purchase is complex and vary by segment (Chiang et al, 2010;Shafiq et al, 2011).…”

“…Adverse effect occurs due to the existence of poison found in herbal plants, pollution, and poor manufacturing practice (Balammal et al, 2012;Saad et al, 2006). These issues will affect the actual purchase of herbal products, by understanding that the buying pattern will help entrepreneurs in determining an effective marketing strategy (Kim & Chung, 2011) and also to ensure the continuity of business sustainability (Carneiro et al, 2005;Ibrahim & Najjar, 2008;Paul & Rana, 2012).…”