The Relationship Among Image, Satisfaction and Loyalty – Innovative Factor of Competitiveness for Shopping Centers

Amfiteatru Economic, 17(39), 2015, pp. 536-552

17 Pages Posted: 13 Dec 2015

See all articles by Ioana N. Abrudan

Ioana N. Abrudan

Babes-Bolyai University

Ioan Plaias

Babes-Bolyai University - Department of Marketing

Dan-Cristian Dabija

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing

Date Written: May 11, 2015

Abstract

Currently, most markets are characterized by high competition among shopping centers. Under these circumstances, the evolution in the competitiveness and performance of the centers is increasingly linked to the success in the innovation of current activities, which is aimed at improving their image and increasing customer satisfaction and loyalty. The purpose of the present research is to study the influence of innovation activities through the image components on behavioural loyalty, mediated by satisfaction (affective loyalty) and conative loyalty. The authors aim to investigate, using a questionnaire survey among the customers of Cluj-Napoca shopping centers, the relationship among the components of image and satisfaction and the various types of loyalty.

The conclusions of the structural equations modelling reveal that most components of the image (assortment, price, loyalty policy, décor, service and communication) directly and positively influence satisfaction, and that satisfaction and conative loyalty mediate the relationship between image and behavioural loyalty. The results reveal important managerial implications from the point of view of innovative actions of shopping centers, which can contribute to attracting and keeping customers, these contributing not only to creating loyal patrons, but also to increasing their competitiveness and to achieving better positioning.

Keywords: consumer satisfaction, cognitive, affective, conative and behavioural loyalty, image, retail, shopping centers, innovation, competitiveness

JEL Classification: M31, M10

Suggested Citation

Abrudan, Ioana N. and Plaias, Ioan and Dabija, Dan-Cristian, The Relationship Among Image, Satisfaction and Loyalty – Innovative Factor of Competitiveness for Shopping Centers (May 11, 2015). Amfiteatru Economic, 17(39), 2015, pp. 536-552, Available at SSRN: https://ssrn.com/abstract=2702308

Ioana N. Abrudan (Contact Author)

Babes-Bolyai University ( email )

58-60 Teodor Maniu street, Cluj-Napoca
67 Iuliu Maniu street, Sighetu Marmatiei
RO-3400 Cluj-Napoca, Cluj 435500
Romania

Ioan Plaias

Babes-Bolyai University - Department of Marketing ( email )

Str Teodor Mihali, Nr.58-60
Cluj-Napoca, RO- 400591
Romania

Dan-Cristian Dabija

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing ( email )

Str Teodor Mihali, Nr.58-60
Cluj-Napoca, RO- 400591
Romania

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
96
Abstract Views
623
rank
327,635
PlumX Metrics