Effect of Service Convenience on Service Loyalty:Moderating Role of Consumer Characteristics

The concept of service convenience has received substantial attention in services marketing literature. Nevertheless, little is known about the relationship between service convenience and service loyalty when consumer characteristics act as moderators. This study aims to investigate these associations in the context of superstores operating in Bangladesh. The study findings suggest significant relationship between service convenience and service loyalty in the presence of age, gender, and education level of consumers. Decision and post-benefit convenience have been found to be significant across all categories of consumer characteristics whereas transaction convenience has been insignificant for all categories of consumer characteristics. A number of future research directions have been proposed which include the reproduction of the study model in other service settings both for business-to-consumer and business-tobusiness services. Furthermore, researches can be extended to investigate the underlying causes of the insignificant predictive ability for the transaction convenience related to retail services.