Retail IT and customer loyalty: The moderating role of customer age

Abstract

Information technology (IT) may represent a source of competitive advantage for retailers. Notwithstanding, there is debate in the literature about the way in which IT influences supplier-customer relationships. In addition, the conclusions regarding the influence of consumer age on attitudes towards the retailer's IT solutions have been mixed. This article proposes and tests a model for the influence of the retailer IT on customer loyalty towards the retailer, evaluating the role of consumer age as a moderator of this relationship. Our results provide evidence of the existence of a two-way positive influence of IT solutions on customer loyalty towards the retail store, that is, through attitude and commitment. © 2010 Macmillan Publishers Ltd.