Understanding consumer repurchase and word-of-mouth behavior in brick-and-mortar retail: role of retail store attributes, brand loyalty and perceived value

Abstract

This study examines the role of brick-and-mortar retail store attributes (SA) on consumers' brand loyalty and perceived value (PV), which consequently influence repurchase and word-of-mouth (WOM) behavior.Data were collected through a structured survey administered to 374 shoppers at leading physical retail chains. The relationships among key constructs were analyzed using partial least squares-structural equation modeling (PLS-SEM) in SmartPLS, enabling assessment of both direct and mediating effects in the proposed model.Findings revealed that structural equation modeling indicated that store-related attributes had the strongest effect on brand loyalty and PV. Both mediators, in turn, enhanced repurchase and WOM intentions. Subgroup analysis highlighted age-based differences in these pathways.Retail managers can boost customer loyalty and PV by enhancing retail SA. Investing in visual merchandising, staff training, competitive pricing and omnichannel integration leads to higher satisfaction, positive WOM and increased repurchase intentions (RI). Prioritizing these strategies helps retailers build loyal customers and drive business growth.This study provides unique insights into shopper expectations of SA that may be used by global retailers to create consumer brand loyalty and PV and build thriving businesses.