The relationship between service quality, customer satisfaction, and hedonic value on generation Y customer loyalty in the context of superstores in Bangladesh: the mediating role of corporate image

With the face of immense competition, today's retailers are struggling more to retain their existing customers. This scenario is even worse in the superstore sector in Bangladesh particularly who are dealing with Generation Y customers. Inherently, Generation Y customers exhibit less loyalty bu...

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Main Author:	Alam, Mirza Mohammad Didarul
Format:	Thesis
Language:	eng eng eng eng
Published:	2020
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/8851/1/Deposit%20Permission%20Not%20Allow_s901643.pdf https://etd.uum.edu.my/8851/2/S901643_01.pdf https://etd.uum.edu.my/8851/3/S901643_02.pdf https://etd.uum.edu.my/8851/4/s901643_references.docx
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id	my-uum-etd.8851
record_format	uketd_dc
spelling	my-uum-etd.88512021-11-24T01:24:48Z The relationship between service quality, customer satisfaction, and hedonic value on generation Y customer loyalty in the context of superstores in Bangladesh: the mediating role of corporate image 2020 Alam, Mirza Mohammad Didarul Mohd. Noor, Nor Azila Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. With the face of immense competition, today's retailers are struggling more to retain their existing customers. This scenario is even worse in the superstore sector in Bangladesh particularly who are dealing with Generation Y customers. Inherently, Generation Y customers exhibit less loyalty but offer themselves as a lucrative market segment. Due to their unique characteristic, attracting and retaining this young cohort is inevitable for the superstore owners. Hence, this study aimed to identify the factors influencing the loyalty of Generation Y customers in the superstore context of Bangladesh. The objective of this study was to investigate the relationships between service quality, customer satisfaction, hedonic value, corporate image, and customer loyalty of Generation Y. This study also examined the mediating role of corporate image on the relationship of service quality, customer satisfaction, and hedonic value with customer loyalty of Generation Y aligned with the Stimulus-Organism-Response (S-0-R) paradigm. By following the cross-sectional research design, a survey was conducted. Data was collected from 340 Generation Y customers who visited four leading superstores in Bangladesh, namely Agora, Meenabazar, Princebazar, and Shwapno. Partial Least Squares - Structural Equation Modeling (PLS-SEM) was utilized to confirm the reliability and validity of the measurement model and to test the significance of the hypothesized relationships. The outcomes of the structural model revealed that service quality, customer satisfaction, hedonic value, and corporate image have a significant direct effect on customer loyalty. In addition, corporate image was significantly affected by service quality, customer satisfaction, and hedonic value. Furthermore, the findings of this study confirmed the indirect effect of service quality, customer satisfaction, and hedonic value on customer loyalty through corporate image. This study also provides theoretical, methodological, and practical contributions for the academics and professionals. Finally, with the acknowledgement of limitations, this study offers some recommendations for future study. 2020 Thesis https://etd.uum.edu.my/8851/ https://etd.uum.edu.my/8851/1/Deposit%20Permission%20Not%20Allow_s901643.pdf text eng staffonly https://etd.uum.edu.my/8851/2/S901643_01.pdf text eng staffonly https://etd.uum.edu.my/8851/3/S901643_02.pdf text eng staffonly https://etd.uum.edu.my/8851/4/s901643_references.docx text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng eng
advisor	Mohd. Noor, Nor Azila
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Alam, Mirza Mohammad Didarul The relationship between service quality, customer satisfaction, and hedonic value on generation Y customer loyalty in the context of superstores in Bangladesh: the mediating role of corporate image
description	With the face of immense competition, today's retailers are struggling more to retain their existing customers. This scenario is even worse in the superstore sector in Bangladesh particularly who are dealing with Generation Y customers. Inherently, Generation Y customers exhibit less loyalty but offer themselves as a lucrative market segment. Due to their unique characteristic, attracting and retaining this young cohort is inevitable for the superstore owners. Hence, this study aimed to identify the factors influencing the loyalty of Generation Y customers in the superstore context of Bangladesh. The objective of this study was to investigate the relationships between service quality, customer satisfaction, hedonic value, corporate image, and customer loyalty of Generation Y. This study also examined the mediating role of corporate image on the relationship of service quality, customer satisfaction, and hedonic value with customer loyalty of Generation Y aligned with the Stimulus-Organism-Response (S-0-R) paradigm. By following the cross-sectional research design, a survey was conducted. Data was collected from 340 Generation Y customers who visited four leading superstores in Bangladesh, namely Agora, Meenabazar, Princebazar, and Shwapno. Partial Least Squares - Structural Equation Modeling (PLS-SEM) was utilized to confirm the reliability and validity of the measurement model and to test the significance of the hypothesized relationships. The outcomes of the structural model revealed that service quality, customer satisfaction, hedonic value, and corporate image have a significant direct effect on customer loyalty. In addition, corporate image was significantly affected by service quality, customer satisfaction, and hedonic value. Furthermore, the findings of this study confirmed the indirect effect of service quality, customer satisfaction, and hedonic value on customer loyalty through corporate image. This study also provides theoretical, methodological, and practical contributions for the academics and professionals. Finally, with the acknowledgement of limitations, this study offers some recommendations for future study.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Alam, Mirza Mohammad Didarul
author_facet	Alam, Mirza Mohammad Didarul
author_sort	Alam, Mirza Mohammad Didarul
title	The relationship between service quality, customer satisfaction, and hedonic value on generation Y customer loyalty in the context of superstores in Bangladesh: the mediating role of corporate image
title_short	The relationship between service quality, customer satisfaction, and hedonic value on generation Y customer loyalty in the context of superstores in Bangladesh: the mediating role of corporate image
title_full	The relationship between service quality, customer satisfaction, and hedonic value on generation Y customer loyalty in the context of superstores in Bangladesh: the mediating role of corporate image
title_fullStr	The relationship between service quality, customer satisfaction, and hedonic value on generation Y customer loyalty in the context of superstores in Bangladesh: the mediating role of corporate image
title_full_unstemmed	The relationship between service quality, customer satisfaction, and hedonic value on generation Y customer loyalty in the context of superstores in Bangladesh: the mediating role of corporate image
title_sort	relationship between service quality, customer satisfaction, and hedonic value on generation y customer loyalty in the context of superstores in bangladesh: the mediating role of corporate image
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2020
url	https://etd.uum.edu.my/8851/1/Deposit%20Permission%20Not%20Allow_s901643.pdf https://etd.uum.edu.my/8851/2/S901643_01.pdf https://etd.uum.edu.my/8851/3/S901643_02.pdf https://etd.uum.edu.my/8851/4/s901643_references.docx
_version_	1747828474483048448

The relationship between service quality, customer satisfaction, and hedonic value on generation Y customer loyalty in the context of superstores in Bangladesh: the mediating role of corporate image

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