Impacts of Social Capital on Motivation and Customer Loyalty in Qazvin Retailers Market

This paper empirically investigated the impacts of social capital (structural, relational, and cognitive) on motivation and customer loyalty. The statistical population of this study was retail customers in the city of Qazvin. 102 questionnaires consisting 41 questions arranged as per the seven point-Likert scale ranging from strongly disagree to strongly agree, were distributed among sample individuals. In order to evaluate the relationship between variables and their impacts on each other the partial least squares method and Smart-PLS software were used in analyzing the data. Empirical results confirmed the structural and relational capitals to have positive impacts on Customer motivation; but cognitive capital was not confirmed to have a significant impact on customer motivation. Also, customer motivation had a significant impact on the customer loyalty.