A conceptual model of retail image influences on loyalty patronage behaviour

Abstract

The paper proposes a model of loyalty patronage behaviour based on the image of the store. It postulates customers' and management's perceived store image and positive past purchase experiences as determinants of loyalty patronage behaviour. The customer's perception of a particular store depends on what lifestyle and shopping orientations he or she adopts. In addition to these, a customer's attitude towards the store may result from his or her evaluation of the perceived important aspects of the store, moulded and remoulded by his or her direct experiences with the store's overall milieu. The propositions presented in the paper are designed to support future empirical testing.