El efecto moderador de la edad en la relación entre el valor percibido, las TIC del minorista y la lealtad del cliente

Abstract

Information and communication technology (ICT) may represent a source of benefits for retailers. However, there is a debate in the literature on how ICT influences customer-supplier relationships. In addition, the evidence on the effect of age on consumer attitudes towards retail technological solutions is not conclusive. This paper proposes and tests a model to analyze the influence of retail ICT on consumer loyalty towards the retailer, as well as to assess the moderating role of consumer age on this relationship. As a result, customer assessment of retail ICT, together with perceived value, exerts a positive influence on consumer commitment and satisfaction, being the latter an antecedent of attitudinal loyalty towards the retailer. Notwithstanding, consumer age does not seem to play a moderating role in the relationship between retail ICT and its correlates.