The role of retailer interest on shopping behavior

Abstract This manuscript proposes and tests a model that includes retailer interest as a measure of consumers’ response to a retailer. Retailer interest was found to have a significant main effect on looking forward to visiting the retailer again, loyalty, positive word of mouth, and a desire to learn more about the retailer, even while modeling the influence on satisfaction on these variables. Retailer interest was also found to have a significant interaction with satisfaction in predicting repatronage intentions and positive word of mouth. The implications of the retailer interest construct are discussed, as well as limitations and areas for future research.

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