Do antecedents of trust and satisfaction promote consumer loyalty in physical and virtual stores? a multi-channel view

The emergence of the Internet has advanced the flourishing area of electronic commerce. Furthermore, alongside traditional physical channels, virtual channels have rapidly increased. The focus of both practice and research on marketing channels has changed dramatically over the past few decades. We performed structural equation model analysis with a sample of 794 observations consisting of two different channels (physical and virtual). The influence of the perceived factors of clothes shopping on customer satisfaction and loyalty was investigated. The empirical results suggested that social presence affects loyalty through satisfaction or trust to promote loyalty. As for service quality, physical store consumers value assurance the most, while virtual store consumers mostly value reliability. The core service quality can effectively promote loyalty via satisfaction.