Role of Experience in Customer Self-Congruity to Maintaining Loyalty: A Study on Fashion Store


Abstract

Objective: This study aims to understand the interrelationship between customer experience, self-congruity, and customer loyalty in the fashion industry. Previous studies have examined the direct effect of self-congruity on loyalty without taking into account the factor of customers’ shopping experience, which may moderate customers’ impression of a fashion.

Research Design & Methods: This study employed questionnaires distributed to 100 respondents. Collected data was processed using PLS-SEM. The target respondents were between 18-30 years old. Individuals in that age band have dynamic dressing styles, so interesting to study. In the present study, the data from the respondents was processed in order to determine the inner model, the outer model, and hypothesis testing.

Findings: The results of this study suggest that customer experience plays a significant role in moderating the effect of self-congruity on customer loyalty. This means that even though customers feel comfortable with a store’s image, however if they have bad experience, such experience may cause these customers not to be loyal.

Implications & Recommendations: Research reveals that consumers are very concerned towards their experience when shopping. Stores should provide service that can make their customers feel comfortable and pleased.

Contribution & Value Added: This study provides new insights into attempts to maintain customer loyalty. Several research was studied on self-congruity and loyalty, yet this is the first study that depict how experience moderating self-congruity towards loyalty.


Keywords

(customer) congruity; (customer) experience; (customer) loyalty; fashion store; consumer behaviour

Abdallat, M.M.A. (2012). Tourism & Hospitality Actual Self-Image, Ideal Self-Image and the Rela-tion between Satisfaction and Destination Loyalty. Journal of Tourism & Hospitality, 1(4), 1-11. Retrieved on November 3, 2016 from http://doi.org/10.4172/2167-0269.1000102

Aguirre-Rodriguez, A., Bosnjak, M., & Sirgy, M.J. (2012). Moderators of the self-congruity effect on consumer decision-making: A meta-analysis. Journal of Business Research, 65(8), 1179-1188. http://doi.org/10.1016/j.jbusres.2011.07.031

Ally, S., & Jeong, M. (2014). International Journal of Hospitality Management Enhancing online brand experiences: An application of congruity theory. International Journal of Hospitality Management, 40, 49-58. Retrieved on November 3, 2016 from http://doi.org/10.1016/j.ijhm.2014.03.008

Anggraeni, A. (2015). Effects of Brand Love, Personality and Image on Word of Mouth; the Case of Local Fashion Brands among Young Consumers. Procedia Social and Behavioral Sciences, 211, 442-447. http://doi.org/10.1016/j.sbspro.2015.11.058

Badrinarayanan, V., Becerra, E.P., & Madhavaram, S. (2014). Journal of Retailing and Consumer Services Influence of congruity in store-attribute dimensions and self-image on purchase in-tentions in online stores of multichannel retailers. Journal of Retailing and Consumer Services, 21(6), Retrieved on November 3, 2016 from 1013-1020. http://doi.org/10.1016/j.jretconser.2014.01.002

Bertrandias, L., & Goldsmith, R.E. (2006). Some psychological motivations for fashion opinion leadership and fashion opinion seeking. Journal of Fashion Marketing and Management, 10(1), 25-40. http://doi.org/10.1108/13612020610651105

Bhatt, P.J.B. (2015). Customer Experience: A Key to Build Customer Loyalty. Journal of Multidisipli-nary Research, 7637(3), 2-5.

Bilgihan, A. (2016). Computers in Human Behavior Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, 103-113. Retrieved on November 3, 2016 from http://doi.org/10.1016/j.chb.2016.03.014

Bilgihan, A., Madanoglu, M., & Ricci, P. (2016). Service attributes as drivers of behavioral loyalty in casinos: The mediating effect of attitudinal loyalty. Journal of Retailing and Consumer Ser-vices, 31, 14-21. Retrieved on November 3, 2016 from http://doi.org/10.1016/j.jretconser.2016.03.001

Cass, A.O., & Carlson, J. (2012). An e-retailing assessment of perceived website-service innova-tiveness: Implications for website quality evaluations, trust, loyalty and word of mouth. Aus-tralasian Marketing Journal (AMJ), 20(1), 28-36. Retrieved on November 3, 2016 from http://doi.org/10.1016/j.ausmj.2011.10.012

Csikszentmihalyi, M. (2000). The costs and benefits of consuming. Journal of Consumer Research, 27(2), 267-272. Retrieved on November 3, 2016 from http://doi.org/10.1086/314324

Das, G. (2014). Journal of Retailing and Consumer Services Impacts of retail brand personality and self-congruity on store loyalty : The moderating role of gender. Journal of Retailing and Con-sumer Services, 21(2), 130-138. Retrieved on November 3, 2016 from http://doi.org/10.1016/j.jretconser.2013.07.011

Fatma, S. (2014). Antecedents and Consequences of Customer Experience Management- A Litera-ture Review and Research Agenda. International Journal of Business and Commerce, 3(6), 32-49.

Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(3), 39-50. Retrieved on November 3, 2016 from http://doi.org/10.2307/3151312

Foroudi, P., Jin, Z., Gupta, S., Melewar, T.C., & Mahdi, M. (2016). Influence of innovation capability and customer experience on reputation and loyalty. Journal of Business Research, 69(11), 4882-4889. Retrieved on November 3, 2016 from http://doi.org/10.1016/j.jbusres.2016.04.047

Haj-salem, N., Charles, J., Michon, R., & Oliveira, S. (2016). Why male and female shoppers do not see mall loyalty through the same lens? The mediating role of self-congruity. Journal of Busi-ness Research, 69(3), 1219-1227. Retrieved on November 3, 2016 from http://doi.org/10.1016/j.jbusres.2015.09.011

Ipek, I., Aşkin, N., & Ilter, B. (2016). Private label usage and store loyalty: The moderating impact of shopping value. Journal of Retailing and Consumer Services, 31, 72-79. http://doi.org/10.1016/j.jretconser.2016.03.011

Johnston, R., & Kong, X. (2011). The Customer Experience: A Road Map for Improvement. Manag-ing Service Quality, 21(1), 5-24. Retrieved on November 3, 2016 from http://doi.org/http://dx.doi.org/ 10.1108/09604521111100225

Joseph, F. (2007). Consumer self-concept and retail store loyalty: the effects of consumer self-concept on consumer attitude and shopping behavior among brand-specific and multi-brand retail stores (Doctoral dissertation). Philadelphia, USA: Drexel University.

Kamaladevi, B. (2009). Customer Experience Management in Retailing. Customer Experience Management in Retailing, 37-54.

Klaus, P. Philipp, & Maklan, S. (2013). Towards a better measure of customer experience. Interna-tional Journal of Market Research, 55(2), 227-246. Retrieved on November 3, 2016 from http://doi.org/10.2501/IJMR-2013-021

Koo, W., Cho, E., & Kim, Y. (2014). Computers in Human Behavior Actual and ideal self-congruity affecting consumers’ emotional and behavioral responses toward an online store. Computers in Human Behavior, 36, 147-153. Retrieved on November 3, 2016 from http://doi.org/10.1016/j.chb.2014.03.058

Kumar, V. (2016). Examining the role of destination personality and self-congruity in predicting tourist behavior. TMP, 20, 217-227. Retrieved on November 3, 2016 from http://doi.org/10.1016/j.tmp.2016.09.006

Li, G., Li, G., & Kambele, Z. (2012). Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay. Journal of Business Research, 65(10), 1516-1522. Re-trieved on November 3, 2016 from http://doi.org/10.1016/j.jbusres.2011.10.019

Lowry, P.B., & Gaskin, J. (2014). Partial least squares (PLS) structural equation modeling (SEM) for building and testing behavioral causal theory: When to choose it and how to use it. IEEE Transactions on Professional Communication, 57(2), 123-146. Retrieved on November 3, 2016 from http://doi.org/10.1109/TPC.2014.2312452

Lusch, R.F., Vargo, S.L., & O’Brien, M. (2007). Competing through service: Insights from service-dominant logic. Journal of Retailing, 83(1), 5-18. Retrieved on November 3, 2016 from http://doi.org/10.1016/j.jretai.2006.10.002

Mazali, R., & Rodrigues-neto, J.A. (2013). Games and Economic Behavior Dress to impress: Brands as status symbols. Games and Economic Behavior, 82, 103-131. Retrieved on November 3, 2016 from http://doi.org/10.1016/j.geb.2013.06.009

Nisar, T.M., & Whitehead, C. (2016). Computers in Human Behavior Brand interactions and social media: Enhancing user loyalty through social networking sites. Computers in Human Behavior, 62, 743-753. Retrieved on November 3, 2016 from http://doi.org/10.1016/j.chb.2016.04.042

Nyadzayo, M.W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262-270. Retrieved on November 3, 2016 from http://doi.org/10.1016/j.jretconser.2016.02.002

Pilarska, A. (2016). How do self-concept differentiation and self-concept clarity interrelate in predicting sense of personal identity ? PAID, 102, 85-89. Retrieved on November 3, 2016 from http://doi.org/10.1016/j.paid.2016.06.064

Pookulangara, S., & Shephard, A. (2013). Slow fashion movement: Understanding consumer per-ceptions-An exploratory study. Journal of Retailing and Consumer Services, 20(2), 200-206. Retrieved on November 3, 2016 from http://doi.org/10.1016/j.jretconser.2012.12.002

Rajab, S., Kumar, A., & Singh, S. (2016). The Effect of Customers’ Perceived Value of Retail Store on Relationship between Store Attribute and Customer Brand Loyalty: Some Insights from Malaysia. Procedia Economics and Finance, 37(16), 432-438. Retrieved on November 3, 2016 from http://doi.org/10.1016/S2212-5671(16)30148-4

Sirgy, J. (1982). Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Re-search. 9(3), 287-300.

Sirgy, M.J., Grewal, D., & Mangleburg, T. (2000). Retail Environment, Self-Congruity, and Retail Patronage: An Integrative Model and a Research Agenda. Journal of Business Research, 49(2), 127-138. Retrieved on November 3, 2016 from http://doi.org/10.1016/S0148-2963(99)00009-0

Sirgy, M.J., Lee, D., Johar, J.S., & Tidwell, J. (2008). Effect of self-congruity with sponsorship on brand loyalty Journal of Business Research, 61, 1091-1097. Retrieved on November 3, 2016 from http://doi.org/10.1016/j.jbusres.2007.09.022

Sirgy, M.J., & Su, C. (2000). Destination Image, Self-Congruity, and Travel Behavior: Toward an Integrative Model. Journal of Travel Research, 38(4), 340-352. Retrieved on November 3, 2016 from http://doi.org/10.1177/004728750003800402

Srivastava, M., & Kaul, D. (2016). Exploring the link between customer experience-loyalty-consumer spend. Journal of Retailing and Consumer Services, 31, 277-286. Retrieved on No-vember 3, 2016 from http://doi.org/10.1016/j.jretconser.2016.04.009

Stathopoulou, A., & Balabanis, G. (2016). The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers. Journal of Business Research, 69(12), 5801-5808. Retrieved on November 3, 2016 from http://doi.org/10.1016/j.jbusres.2016.04.177

Tenenhaus, M., Amato, S., & Vinzi, E.V. (2004). A global goodness-of-fit index for PLS structural equation modelling. In The XLII SIS Scientific Meeting, 739-742.

Wong, K.K. (2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24, 1-32.

Yoshida, M., & James, J.D. (2010). Customer satisfaction with game and service experiences: Antecedents and consequences. Journal of Sport Management, 24(3), 338-361.

Yusof, J.M., & Ariffin, S. (2016). The Influence of Self-Congruity, Functional Image, and Emotional Attachment on Loyalty. Procedia Economics and Finance, 37(16), 350-357. Retrieved on No-vember 3, 2016 from http://doi.org/10.1016/S2212-5671(16)30136-8

Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 3(1), 58-62.

Download

Published : 2017-09-19


Wijaya, A. (2017). Role of Experience in Customer Self-Congruity to Maintaining Loyalty: A Study on Fashion Store. Entrepreneurial Business and Economics Review, 5(3), 189-198. https://doi.org/10.15678/EBER.2017.050310

Angga Pandu Wijaya  angga.pandu.w@mail.ugm.ac.id
Management Science Department Faculty of Economics and Business Universitas Gadjah Mada  Indonesia




Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a CC BY-ND licence that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are asked to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

 Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access). We advise to use any of the following reserach society portals: