An Study on the Relationship Between Shopping Value, Relationship Quality and Store Loyalty

This paper is based on literature review, and constructs a model that reflects the relationship between shopping value, relationship quality and store loyalty. Drawing on an empirical base of 286 customer questionnaires from department store, this paper examines the influence of shopping value and relationship quality on store loyalty. Results shows that utilitarian shopping value has a direct positive impact on satisfaction and trust, and hedonic shopping value has a direct positive impact on satisfaction, trust and commitment. Meanwhile, utilitarian shopping value positively impacts hedonic shopping value. Furthermore, satisfaction, trust and commitment have a direct positive impact on store loyalty, but shopping value doesn't positively impacts on store loyalty. The above conclusions have important implications on the strategy of store loyalty of retail enterprises.