Published Paper Details:

This research investigates the impact of retail service quality on customer reactions, emphasizing the mediating role of retailer personality. Retail service quality is defined through dimensions like tangibility, reliability, responsiveness, assurance, and empathy, which collectively shape customer perceptions and experiences. The study examines how these dimensions influence customer satisfaction, loyalty, and word-of-mouth behave. It also explores how the perceived personality of a retailer--characteristics such as sincerity, excitement, competence, sophistication, and ruggedness--mediates the relationship between service quality and customer reactions. Analysis of survey data from retail customers reveals that high service quality enhances customer satisfaction and loyalty, and promotes positive word-of-mouth. Moreover, the findings indicate that retailer personality significantly mediates this relationship, suggesting that customers' perceptions of a retailer's personality traits are crucial in translating service quality into positive customer outcomes. This research contributes to retail management literature by underscoring the significance of both service quality and retailer personality in shaping customer reactions, offering valuable insights for retailers to enhance their service strategies and customer engagement.