TAILIEUCHUNG - Impact of store personality on store loyalty: A study of specialty store chains in Vietnam

The purposes of this study are: To develop store personality measurement scale tailor-made for household and electronics store chains in Vietnam, an Asian transitional economy and to examine the degree of influence of each store personality dimensions on store loyalty. | Nguyen Le Thai Hoa & Hoang Thi Phuong Thao / Journal of Economic Development 24(1) 119-134 119 Impact of store personality on store loyalty: A study of specialty store chains in Vietnam NGUYEN LE THAI HOA Open University of HCMC – hoamai54@ HOANG THI PHUONG THAO Open University of HCMC – ARTICLE INFO ABSTRACT Article history: The purposes of this study are: (i) to develop store personality measurement scale tailor-made for household and electronics store chains in Vietnam, an Asian transitional economy; and (ii) to examine the degree of influence of each store personality dimensions on store loyalty. The scale development is conducted in two stages: item generation and item purification. The new scale is applied to a data survey of 268 shoppers in Ho Chi Minh City (a metropolitan city in southern Vietnam) by systematic sampling. Multivariate data analysis techniques, such as exploratory factor analysis and structural equation modeling, are used to analyze the data. The results reveal that store personality measurement scale is structured into four dimensions: reliability, sophistication, economy, and enthusiasm with 22 items as observed variables and store personality impacts on loyalty behavior mediated by attitudinal loyalty. Particularly, these four dimensions are found to be correlated significantly with attitudinal loyalty but not with loyalty behavior except for economy—reliability and sophistication have positive impacts, whereas economy and enthusiasm negatively relate to attitudinal loyalty. The findings help retail managers with effective positioning strategy. This paper is the first to design the scale for store personality and to explore the impact of each dimensions of store personality on attitudinal and behavioral loyalty in Vietnam and in the specialty-store-chain context. Received: Aug. 16, 2016 Received in revised form: Dec. 12, 2016 Accepted: Dec. 31, 2016 Keywords: Retail brand Personality Loyalty Specialized

• Kinh tế học
• Retail brand
• Specialized store
• Impact of store personality
• Store loyalty
• Economy reliability
• Brand experience
• Fashion brand
• Brand loyalty
• Fashion retail industry
• Competition pressure
• Brand association and customer loyalty
• The case of online retail industry
• Customers’ Willing To Pay
• Relevant networks of Brand Awareness
• Regression weights
• Lecture Retailing
• Retailing in the 21st Century
• Business planning
• The retail industry
• Brand power
• Motivates customers
• Retail business
• Marketing channels
• Marketing of organic farm products
• Organic farm products
• Brand wise price analysis
• Organic retail outlets
• Brand personality
• Moderating role of personal culture
• Relationship between retail brand personality
• Shoppers’ loyalty
• Evidence of supermarkets in Vietnam