An alternative perspective on relationships, loyalty and future store choice

Jane Dixon, Monash University
Kerrie Bridson, Deakin University
Jody Evans, Melbourne Business School
Michael Morrison, Monash University

Abstract

The purpose of this research was to provide an alternative perspective for retailers to develop relationships and loyalty. This study suggests that traditional trust and commitment theories are somewhat imperfect in predicting future store choice. Through path modelling, we introduce two additional constructs of store functional loyalty and relationship worth. These constructs together with commitment are powerful predictors of future store choice. Furthermore, the study examines the antecedents of relationships, loyalty and future store choice. We conclude with new insights and practical suggestions for retailers to build relationships, loyalty and influence customers’ future store choice.