Continuance interaction intention in retailing: relations between customer values, satisfaction, loyalty, and identification

Foroudi, Pantea ORCID logoORCID:, Cuomo, Maria T. and Foroudi, Mohammad M. (2020) Continuance interaction intention in retailing: relations between customer values, satisfaction, loyalty, and identification. Information Technology and People, 33 (4) . pp. 1303-1326. ISSN 0959-3845 [Article] (doi:10.1108/ITP-09-2018-0421)

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Purpose - Social media as a competitive marketing tool deliver online platforms for retailers to get closer to their consumers/visitors/shoppers through continued interaction. This study scrutinizes how customer values (functional, social, and experimental) enhance satisfaction, loyalty, identification and how such relationships, in turn, impact on user-continuance interaction intention.

Design/methodology/approach – A mixed method approach was designed to identify the consumers perception towards high-end retailers of worldwide brands. 12 interviews were conducted with experts in retailing and a survey with 390 respondents. Structural equation modeling/AMOS was employed to gain insight into the various relationships and influences.

Findings - To augment user-continuance interaction intention, results indicate that retail managers should focus more on customer-based values when they design marketing strategies for brand pages on social media. The findings also provide guidelines for retail marketing and social media managers to generate consumer value in the retail environment via information quality, product-related learning, and economic benefits (functional value), interaction, collaboration, and social presence (social value), and experiential value (intellectual and effective value).

Originality/value - The paper offers critical managerial contributions by presenting a comprehensive picture of the condition in which a favorable brand social media page could be constructed within a brand to satisfy consumers value and achieve satisfaction, loyalty, identification, and continuance interaction intention; all of which are critical objectives for every company. In other words, a clear knowledge of the dimensions of consumer value concepts can assist retail communication managers to improve consumers/visitors/shoppers intention to continue their interaction in a competitive market. The current study is one of the very few emerging research studies to have examined the relationships between consumers/visitors/shoppers functional, values, social values, and experimental values empirically, to have further explored the relationships between the research constructs.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 28469
Notes on copyright: Copyright © 2020, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher'.
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Depositing User: Pantea Foroudi
Date Deposited: 02 Dec 2019 10:27
Last Modified: 29 Nov 2022 18:24

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