The Effect of Retailer’s Price Image on Price Fairness, Consumer Satisfaction and Loyalty
Journal Title: International Journal of Retail Management and Research (IJRMR) - Year 2017, Vol 7, Issue 4
Abstract
Existing studies, which explain that price-related factors are one of several sub-dimensions of store image, are limited to describing how price image strategies of retailers have an impact on the consumer behavior. To describe that kind of impact, in this study, using the framework of perception - emotion – behavior perspective based on expectancy value theory, we explain the effect of retailer’s price image on price fairness, consumer satisfaction and loyalty, focusing on the relationship between the retailer's price image and price fairness consumer perceived. The results identified that consumers perceive a retailer with low price image more fair than the other retailers, and indicated that the more fair consumers perceive, the more they are satisfied and the higher the repurchase intention and word of mouth. Moreover, the result also showed that price image fit, consumer perception of between actual product list price and retailer’s price image, strongly moderate the relationship between the price image and the price fairness.
Authors and Affiliations
Myung Su Chae, Jinseo Park
Keywords
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- EP ID EP240708
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