Abstract
This paper is a step towards verifying a retail sale model in Pakistan. To have
the competitive edge, retailers have started increasing value by loyalty and
efficiency through focusing on service operations. This study further seeks
understanding of retail network and its connection with services and value
added by retailers. It follows positivist philosophical approach. Overall design
consists of literature review, data collection through field survey and analysis.
Structure Equation Modeling (SEM) has been employed as technique of data
analysis. Adanco 2.0.1 has been used as a tool of applying SEM. Results
showed that sales operations affect customer behavior and ultimately retail sale
whereas loyalty of customer also affect the retail sale. Middle class is expanding
in Pakistan and buying behavior of shoppers is changing therefore it has become
imperative to build the capacities in retail markets. This study provides insight
to retailers for building managerial capabilities. It is subject to limitations like
surveying limited number of customers only in Lahore, Pakistan.
Tehmina Fiaz Qaz, Kamran Yousef Sandhu, Shazia Bashir, Abdul Basit, Abdul Basit. (2020) IMPACT OF LOYALTY ON RETAIL SALE: AN EMPIRICAL INVESTIGATION OF SERVICE OPERATIONS AND CUSTOMER BEHAVIOR AS MEDIATORS, International Journal of Management Research and Emerging Sciences, Volume 10, Issue 3.
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