Abstract:
This study proposes and empirically investigates a moderated
mediation mechanism to enhance consumer loyalty via retail
service quality (RSQ) practices. The results revealed that the
impact of physical aspect, reliability, personal interaction, and
policy on customer loyalty is significantly mediated by the
affective commitment to the retailers. Further, the retailer’s
corporate image enhanced the indirect effects of reliability,
personal interaction and retailing policy on customer loyalty.
By investigating how the interplay of RSQ dimensions, affective
commitment and corporate image enriches retail service qual ity, this study contributes to the retailing literature.
