REFINEMENT AND VALIDATION OF RETAIL CONSUMER LOYALTY SCALE: A CONFIRMATORY FACTOR ANALYSIS APPROACH Adil Zia 1 Asif Akhtar 2 M. Khalid Azam 3 1 Research scholar Dept. of Business Administration, AMU, Aligarh 2 Assist. Prof. Dept. of Business Administration, AMU, Aligarh 3 Prof. Dept. of Business Administration, AMU, Aligarh Adil Zia, Research Scholar, (Corresponding Author) Dept. of Business Administration, FMSR, Aligarh Muslim University, Aligarh. Contact E-mail: [email protected]; Mobile No 9897496905 Asif Akhtar (Assist. Prof.), Dept. of Business Administration, FMSR, Aligarh Muslim University, Aligarh. Contact E-mail: [email protected]; Mobile No 9897447806 M. Khalid Azam (Prof.), Dept. of Business Administration, FMSR, Aligarh Muslim University, Aligarh. Contact E-mail:[email protected]; Mobile No 9412527091 Biological Notes 1. Adil Zia MBA from Jamia Hamdard University New Delhi India. Presently he is pursuing PhD at AMU, Aligarh Uttar Pradesh India. He has one year industry and three years teaching experience along with two years of research work. His areas of interest include Consumer Behavior and Marketing Management. Email: [email protected]2. Mohammad Khalid Azam PhD and MBA from Aligarh Muslim University UP India. Presently he is Professor at AMU, Aligarh Uttar Pradesh India. He has 29 years teaching experience along with 25 years of research work. His areas of interest include Finance, retailing and Marketing Management. Email: [email protected]
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REFINEMENT AND VALIDATION OF RETAIL CONSUMER LOYALTY SCALE: A CONFIRMATORY FACTOR ANALYSIS APPROACH
Adil Zia 1 Asif Akhtar2 M. Khalid Azam3
1 Research scholar Dept. of Business Administration, AMU, Aligarh2Assist. Prof. Dept. of Business Administration, AMU, Aligarh
3Prof. Dept. of Business Administration, AMU, Aligarh
Adil Zia, Research Scholar, (Corresponding Author)Dept. of Business Administration, FMSR, Aligarh Muslim University, Aligarh.Contact E-mail: [email protected]; Mobile No 9897496905
Asif Akhtar (Assist. Prof.), Dept. of Business Administration, FMSR, Aligarh Muslim University, Aligarh.Contact E-mail: [email protected]; Mobile No 9897447806
M. Khalid Azam (Prof.), Dept. of Business Administration, FMSR, Aligarh Muslim University, Aligarh.Contact E-mail:[email protected]; Mobile No 9412527091
Biological Notes1. Adil Zia MBA from Jamia Hamdard University New Delhi India. Presently he is pursuing
PhD at AMU, Aligarh Uttar Pradesh India. He has one year industry and three years teaching experience along with two years of research work. His areas of interest include Consumer Behavior and Marketing Management. Email: [email protected]
2. Mohammad Khalid Azam PhD and MBA from Aligarh Muslim University UP India. Presently he is Professor at AMU, Aligarh Uttar Pradesh India. He has 29 years teaching experience along with 25 years of research work. His areas of interest include Finance, retailing and Marketing Management. Email: [email protected]
3. Asif Akhtar PhD and MBA Aligarh Muslim University UP India. Presently he is Assistant Professor at AMU, Aligarh Uttar Pradesh India. He has one year industry and five year teaching experience along with five year of research work. His areas of interest include Islamic Banking and Marketing Management. Email: [email protected]
The store makes it easy for me to find what I need.The store layout makes it easy for me to move around in the store.
Physical Aspect The store has modern equipment and display panels.The store has attractive product and promotional display
Personal Attention The store employees give me individual attention.Courteousness The store employees are consistently courteous to me.Enjoyment I come here for shopping just to get out of house.
D2
Expe
ditin
g
Shopping Time The store employees are Sensitive to checkout times.The store employees are proactive in helping speedup the process of clearance and delivery.
Store Service Quality
The store employees are willing to go out of the way to help me.I receive prompt service when I reach at this store.
D3
Prob
lem
R
ecov
ery Complain
Handling The store employees are able to handle customer complaints directly and immediately.Returns and Exchange
The store willingly handles returns and exchanges.The return and exchange terms and conditions are clearly mentioned.
D4
Shop
pin
g M
otiv
es Necessity I come here for shopping to fulfill my household responsibilities.
Exploring I come here for shopping to bargain about the price of the product.I come here shopping to find variety of products.
D5
Stor
eEn
gage
men
t Helpfulness The store employees give me prompt service.Acknowledgement and Listening The store employees have the knowledge to answer my questions.
Place to EnjoyThe store is a good place for window shopping.It has Kids Play area adds to the overall experience.It has Movie Theater that attracts me to the store.
D6
Stor
e A
ttrib
utes Loyalty Programs The store has merchandise available when I want it.
The store has attractive frequent buyer program.Product Variety The store provides latest products that are available in the market.
Store Appearance The store has modern looking posters and fixtures.The store building is attractive.
Store Location The store location is convenient and easily approachable for me.
D7
Purc
hase
Exp
erie
nce
Reliability The store provides its services at the time it promises to do so.The store products are free from defects.
Transactions The store insists on error-free sales transactions and records.
Merchandise Materials associated with this store’s service (such as shopping bags, catalogues or statements) are visually appealing.
Uniqueness of Assortment
The store has convenient public areas (e.g., rest rooms)The store has convenient public areas (e.g., rest rooms)The store has convenient public areas (e.g., rest rooms)
Purchase Convenience The store has operating hours convenient for me.
D8
Prod
uct
Attr
ibut
es Store Brand Image I recommend this store to my friendsI frequently visit this store.
Product Price In general the prices at this store are low.Prices at the store offer value for money.
Product Quality This retailers merchandise always meets my quality standards.
D9
Ove
rall
Con
sum
er
Loya
lty
The store physical facilities are visually appealing. (Checkout counters, shelves etc)The store provides plenty of convenient parking for me.Billing process is quick and accurate.The store surrounding area is clean.When I leave the store, I usually feel that I had a good experience.The products available here are not available anywhere else.It has food court is a good place to hang around.
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Findings
Finally the RCS has eight dimensions instead of 10 dimensions as it was in RSECLS. Further the
items of questionnaire got re arrange and regrouped as shown in table 7. In all the no of items
remained same as it was in the original RSECLS.
Managerial Contributions
The results of the study provide managers information about the retail consumer loyalty in Indian
scenario. This questionnaire is helpful in collecting information about the loyalty of consumers.
The results of this questionnaire are measured on a five point likert scale ranging from 1 to 5.
The more score towards 5 higher is the consumer loyalty or the propensity towards the loyalty
exists. This questionnaire is very simple to administer, easy to understand and quick to evaluate
so it can be used more frequently and swiftly. Further this questionnaire is developed considering
the diverse Diaspora of India because of the coexistence of organized and unorganized retail all
together.
Limitations and Further Research directions
Although the results can be considered statistically significant, still the study has several
limitations that affect the reliability and validity of the findings. First of all, the sample selected
was too less in number and limited to Delhi and national capital region which might limits the
generalization of results, the researchers believe that it represents a necessary and economical
first step in identifying relevant unorganized shopping experience dimension that can later be
tested in larger, more representative samples in Indian context.
The second limitation concerns the sampling. Convenient sampling procedure was employed to
collect data from unorganized retail consumers this may restrict the generalization. Moreover the
impact of other factors like consumer loyalty on shopping experience have not been taken into
consideration which might have significant impact which might have diminished the impact of
six factors taken into consideration. The other limitation of this work concerns the limited
geographic extent of the study necessitates that findings be viewed with caution.
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These limitations pave the way to future studies. As the geographical extent of this study was
limited to Delhi NCR, similar studies in other regions of the country would add both breadth and
depth to our understanding of perceptions customer towards shopping experience in unorganized
retail. Alternative and complementary research approaches like observational studies; interactive
interviewing and focus group interviews can also be adopted to supplement findings from purely
quantitative studies as the present one. Furthermore, another interesting avenue for further
research could be a detailed study on the factors effecting shopping experience in unorganized
retail. We should also measure the existence and impact of organized retail shopping experience
on unorganized retail shopping experience with other possible factors derived from different
sources of literature.
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