An exploratory investigation of the consumer religious commitment and its influence on store loyalty and consumer complaint intentions
Abstract
Purpose
Past consumer behavior researchers contend that there is a significant relationship between a consumer's religious affiliation and a number of consumption related variables. Based on Worthington et al.'s multi‐dimensional approach this paper aims to examine the concept of consumer religious commitment in the marketing domain.
Design/methodology/approach
Using cross‐sectional data of 425 respondents this research examines the outcomes of the direct influence of consumer religious commitment on two outcomes, namely, store loyalty and complaint intentions.
Findings
Results of the study indicate that consumer religious commitment significantly influences store loyalty and complaint intentions.
Originality/value
The paper offers prescriptive insights for managers, who may see potential value of consumer religiosity as a market segmentation tool.
Keywords
Citation
Swimberghe, K., Sharma, D. and Flurry, L. (2009), "An exploratory investigation of the consumer religious commitment and its influence on store loyalty and consumer complaint intentions", Journal of Consumer Marketing, Vol. 26 No. 5, pp. 340-347. https://doi.org/10.1108/07363760910976592
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited