Effects of Perceived Marketing Stimuli on Retailer Loyalty: Perspective of Store Knowledge

Exploring the effects of marketing stimuli on retailer loyalty from the perspective of consumer consciousness facilitates efficient management of retailer loyalty, but extant relative literature focuses the mediator of these effects on customer satisfaction. The author uses associative network memory model to integrate the conception of store knowledge, examining the effects of five perceived marketing stimuli on retailer loyalty through the mediating role of store knowledge dimensions. The results indicate that retailer awareness, retailer associations and retailer perceived quality are related positively to retailer loyalty. Perceived price, reputation, merchandise, shopping environment and employee service positively affect retailer loyalty through the mediating role of these three store knowledge dimensions. Some implications of findings are also discussed finally.