UNDERSTANDING THE ROLE OF RETAIL STORE COMMUNITY AND ITS IMPACT ON STORE COMMITMENT: A SURVEY OF SUPERMARKET CUSTOMERS IN GREATER JAKARTA

Abstract

Purpose - The large number of supermarkets spread throughout Indonesia creates intense competition and demands retailers to continue to innovate in order to maintain sustainable and remain profitable, one of which is by building a retail store community. The purpose of this study is to identify the role of the retail store community on store trust, store satisfaction, customer/community recognition, brand reputation, positive word of mouth and its impact on store commitment. Design/methodology/approach - This study used a survey method and distributed in the form of a questionnaire as an instrument. Using purposive sampling technique, the questionnaire was filled out by 341 respondents who regularly shop at the supermarket at least once a month, and domiciled in Greater Jakarta. The collected data were analyzed by Structural Equation Modeling using AMOS 23. Findings - The results showed that the retail store community has a role in store trust, store satisfaction, customer/community recognition, brand reputation, positive word of mouth and store trust, customer/community recognition, positive word of mouth has an effect on store commitment. However, the influence of store satisfaction and brand reputation on store commitment was rejected. Originality/value - This study was the first study that integrating the role of the retail store community on store trust, store satisfaction, customer/community recognition, brand reputation, positive word of mouth and its impact on store commitment in supermarket context in Greater Jakarta, Indonesia.