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Retail service quality, corporate image and behavioural intentions: the mediating effects of customer satisfaction

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This study investigates the relationships between service quality, corporate image, satisfaction and behavioural intentions. A structural equation modelling (SEM) approach is applied to test the proposed conceptual framework, using data collected from 404 supermarket customers in China. The structural model suggests that customer satisfaction fully mediates the impact of retail service quality on behavioural intentions (e.g. intention to recommend and repurchase). The results also indicate that retail service quality significantly influences customer perceptions of corporate image. The relationship between corporate image and behavioural intentions is fully mediated by satisfaction.

Keywords: China; behavioural intentions; corporate image; customer satisfaction; retail service quality; supermarket

Document Type: Research Article


Affiliations: 1: Norwich Business School, University of East Anglia, 102 Middlesex StreetLondon,E1 7EZ, UK 2: Department of Business Systems,University of Bedfordshire Business School, Luton,LU1 3JU, UK

Publication date: December 1, 2012

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