Customer Loyalty of Traditional Market the Role of In-Store Logistics, Store Image and Satisfaction

Abstract

—The main purpose of this study was to analyse the effect of in-store logistics on store image, customer satisfaction, and loyalty in the context of the Indonesian traditional market. The proposed model also points to examine the relationship between in-store logistics, stock images, satisfaction, and commitment. A survey was conducted on 400 shoppers in 16 traditional markets around West Java, Indonesia. The methodology used consists of two stages. The first step was to check the construct validity through Convergent Validity (CV), Average Variance Extracted (AVE), Construct Reliability (CR), and Discriminant Validity (DC). Secondly, a structural equation model procedure was used to test the proposed research model. The results of this research indicate that in-store logistics positively influences store image and Loyalty. Nevertheless, it negatively affects satisfaction. Furthermore, store image positively influences satisfaction, but it negatively influences loyalty. Similarly, satisfaction also positively influences loyalty. However, it negatively affects satisfaction. Furthermore, store image positively influences satisfaction, but it negatively influences loyalty. Similarly, satisfaction also positively influences loyalty. Store image and satisfaction are mediating the relationship between in-store logistics and loyalty