Employee–customer identification: Effect on Chinese online shopping experience, trust, and loyalty
AbstractThis study investigates Chinese consumers’ interaction with retail employees and the effects on shopping experience, trust, and loyalty. Survey data help articulate brand comparison, digital interactions, and shopping experience as customer-identification change agents. A structural equation...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2023-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2023.2275369 |
| _version_ | 1827582938576846848 |
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| author | Harash Sachdev Matthew H. Sauber |
| author_facet | Harash Sachdev Matthew H. Sauber |
| author_sort | Harash Sachdev |
| collection | DOAJ |
| description | AbstractThis study investigates Chinese consumers’ interaction with retail employees and the effects on shopping experience, trust, and loyalty. Survey data help articulate brand comparison, digital interactions, and shopping experience as customer-identification change agents. A structural equation model highlights how consumers’ perception of employee identification enhances shopping experience, builds consumer trust, and improves loyalty. The study displays how customer trust mediates the effect of employee identification and retailer adaptability on customer loyalty while digital interaction mediates the effect of brand comparison on customer trust. The theoretical implications of these findings emphasise the importance of consumer-employee interaction in the identification process where the relationships between brand comparison, digital interaction, and shopping experience are highlighted in a retail setting. These results denote that (a) store loyalty is predominantly driven by consumer self-consistence and social conformance and (b) retailer online and offline interaction and coordination influence brand experiences and consumer retention. |
| first_indexed | 2024-03-08T22:58:45Z |
| format | Article |
| id | doaj.art-ae75d1f1053345db9b9f62732debb70b |
| institution | Directory Open Access Journal |
| issn | 2331-1975 |
| language | English |
| last_indexed | 2024-03-08T22:58:45Z |
| publishDate | 2023-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj.art-ae75d1f1053345db9b9f62732debb70b2023-12-16T01:16:12ZengTaylor & Francis GroupCogent Business & Management2331-19752023-12-0110310.1080/23311975.2023.2275369Employee–customer identification: Effect on Chinese online shopping experience, trust, and loyaltyHarash Sachdev0Matthew H. Sauber1Marketing, Marketing and Supply Chain Management, Ypsilanti, MI, USAMarketing, Marketing and International Business, Ypsilanti, MI, USAAbstractThis study investigates Chinese consumers’ interaction with retail employees and the effects on shopping experience, trust, and loyalty. Survey data help articulate brand comparison, digital interactions, and shopping experience as customer-identification change agents. A structural equation model highlights how consumers’ perception of employee identification enhances shopping experience, builds consumer trust, and improves loyalty. The study displays how customer trust mediates the effect of employee identification and retailer adaptability on customer loyalty while digital interaction mediates the effect of brand comparison on customer trust. The theoretical implications of these findings emphasise the importance of consumer-employee interaction in the identification process where the relationships between brand comparison, digital interaction, and shopping experience are highlighted in a retail setting. These results denote that (a) store loyalty is predominantly driven by consumer self-consistence and social conformance and (b) retailer online and offline interaction and coordination influence brand experiences and consumer retention.https://www.tandfonline.com/doi/10.1080/23311975.2023.2275369employee–customer identificationChinese online shopping experiencesocial identity shopping behaviorconsumer trustloyaltydigital interaction |
| spellingShingle | Harash Sachdev Matthew H. Sauber Employee–customer identification: Effect on Chinese online shopping experience, trust, and loyalty Cogent Business & Management employee–customer identification Chinese online shopping experience social identity shopping behavior consumer trust loyalty digital interaction |
| title | Employee–customer identification: Effect on Chinese online shopping experience, trust, and loyalty |
| title_full | Employee–customer identification: Effect on Chinese online shopping experience, trust, and loyalty |
| title_fullStr | Employee–customer identification: Effect on Chinese online shopping experience, trust, and loyalty |
| title_full_unstemmed | Employee–customer identification: Effect on Chinese online shopping experience, trust, and loyalty |
| title_short | Employee–customer identification: Effect on Chinese online shopping experience, trust, and loyalty |
| title_sort | employee customer identification effect on chinese online shopping experience trust and loyalty |
| topic | employee–customer identification Chinese online shopping experience social identity shopping behavior consumer trust loyalty digital interaction |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2023.2275369 |
| work_keys_str_mv | AT harashsachdev employeecustomeridentificationeffectonchineseonlineshoppingexperiencetrustandloyalty AT matthewhsauber employeecustomeridentificationeffectonchineseonlineshoppingexperiencetrustandloyalty |