SUSTAINABLE RETAIL STORE IN FASHION INDUSTRY: THE INFLUENCE OF CUSTOMER EXPERIENCE, CUSTOMER SATISFACTION AND CUSTOMER TRUST TOWARD CUSTOMER LOYALTY

Abstract

Purpose – The fashion retail store needs some strategies to win the market, such as targeting new customers and sustain the business by having a loyal customer through customer experience. Therefore, the purpose of this study is to identify the factors which influence customer loyalty through customer experience model in Fashion Retail Store Design/methodology/approach - A survey method was applied and a questionnaire form as the instrument tool was released. By using purposive sampling technique, the questionnaire filled up by 500 mobile visitors and buyers in Greater Jakarta, Indonesia. The data collected were analysed with the structural equation model. Findings - The findings revealed that the factors influencing customer loyalty are customer experience and customer trust. Practical implications – It is necessary that fashion retail store should also be more innovative in providing customer experience, as revealed from this study where customer satisfaction and customer trust are an essential factor in influencing customer loyalty. The finding of this study can be used to developed strategy in attracting customers to come to the retail stores and sustain in the retail business. Originality/value - This study is the first framework model in fashion retail store in Indonesia.