Tests of in-store experience and socially embedded measures as predictors of retail store loyalty

Drawing on the current literature which primarily viewed store loyalty as an outcome of personal assessment of store-specific factors (i.e., store brand image, store satisfaction, etc.), this study seeks to broaden the theoretical focus by incorporating variables that measure customers’ social embeddedness such as social networks and cultural orientation. As a major research objective, the study investigates whether shopping experiences impact store loyalty measured by store revisit intention and positive word-of-mouth. Then the study examines whether social network traits (i.e., tie strength and network centrality) impact on customers’ positive word-of-mouth. Finally, the study confirms whether individualism moderates the relationship between in-store shopping experiences and positive word-of-mouth.