The Influence of Retail Services and Selling Behaviors on Customer’s Satisfaction, Trust and Loyalty Intentions in Retail Industry of Pakistan

Abstract

This study examines the impact of retail services quality and selling behavior on customers’ satisfaction, trust, and store loyalty in case of high involvement products such as consumer electronics/home appliances in the context of Pakistan. The data was collected from 377 customers who completed the survey online. Respondents were particularly asked if they had any experience of buying such items recently and keeping in mind the purchase experience, rate the scale items accordingly. Factor analysis and multiple regression analysis were used for model testing. The study results show that store service quality and selling orientation strategy both have a significant impact on customer satisfaction, trust and store loyalty intentions. The study also involves the mediation analysis, satisfaction‐trust serving as mediator factor between two IVs (service quality and selling behaviors) and DV (store loyalty intentions). Results show that services quality and selling behaviour both have significant influence on store loyalty intentions. Further, satisfaction‐trust mediates the relationship between variables. The indirect path is significant which proves that satisfaction‐trust mediate the relationship between store attributes and consumer buying behaviour. The study has significant implications for multiple retail channels that can incorporate retail service quality and selling behaviour strategy (relational selling & consultative selling) to differentiate the retail brand services. Retailers of high involvement products category heavily relying on the selling skills and behaviour of salesperson/employee, can benefit from the study to implement retail brand positioning strategy.

The relationship among relationship-selling, celebrity attachment and customer engagement

“…A cooperative selling style generates a strong relationship and enables greater trust and communication between the exchange partners, resulting in lower customer turnover and more referrals and recommendations (Crosby et al, 1990). Relational-selling has spillover effects on store loyalty and is effective in building employee-customer relationships (Zafran, 2022). Relational selling behavior manifests as cooperation and uses competence and lowpressure selling tactics (Kennedy et al, 2001).…”

“…Salespeople who engage in relational selling genuinely care about their customers and tend to participate in activities that customers value, such as problem-solving or receiving feedback and avoid short-run selling methods that may have a negative impact on customer interests. Such techniques can enable strong personal relationships and long-term ties with customers (Zafran, 2022). Cooperative intention can foster trust, perceived value and social identification, which are critical factors for customer engagement (Hu, 2021).…”

Revolutionizing Retail: Hr Tactics for Improved Employee and Customer Engagement

“…and Wara, H.U., 2018). (Zafran, M. and Vevere, V., 2021) examine the impact of retail service quality and selling behavior on customer satisfaction, trust, and loyalty in the context of high-involvement products. Their study, based on responses from 377 customers, shows that both service quality and selling orientation strategy significantly impact customer satisfaction, trust, and store loyalty.…”

“…Their study, based on responses from 377 customers, shows that both service quality and selling orientation strategy significantly impact customer satisfaction, trust, and store loyalty. This research highlights the role of employee behavior and service quality in shaping customer perceptions and loyalty intentions (Zafran, M. and Vevere, V., 2021). Sarıçam (2022) explores the service quality and its relation to customer satisfaction and loyalty in the sportswear retail market.…”