Point-of-sale loyalty analysis considering store environment (online and offline) and recency of purchase

Abstract

Purpose – First, to test our comparative model of online and offline purchase behavior; and second, to investigate whether recency moderates the model’s relationships in different time periods. Theoretical framework – This study is framed by Garbarino and Johnson’s (1999) theory of the roles of satisfaction, trust, and commitment. Design/methodology/approach – The sample consists of 768 purchases of products/services by Peruvian consumers. To test the hypotheses, we apply structural equation modeling based on covariance (SEM). Findings – The relationship between privacy/security of purchase and quality is stronger in an offline purchase than an online purchase, while the opposite is true for the relationship between quality and trust. Also, purchase recency moderates all relationships in our loyalty model. Practical & social implications of research – We focus this study on a Latin American country where recency of purchase is central to customer loyalty relationships. Originality/value – We provide a relevant perspective on point-of-sale loyalty in both offline and online environments, looking at the moderating role of recency of purchase (a variable that has been scarcely researched) in the context of a developing country such as Peru.