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EMAC 2019 Annual Conference

The Influence of Organizational Legitimacy on Store Loyalty

Published: May 28, 2019


Aijing Song, Yunnan Normal University


Consumer Evaluation; Perceived Organizational Legitimacy; Store Loyalty


Store loyalty (SL) is configured as a key determinant of retailer performance. The studies suggest the model based on the institutional theory that analyses the relationships between store loyalty (SL) and its main determinants: performative actions (PA), symbolic actions (SA), instrumental evaluation (IE), moral evaluation (ME), relational evaluation (RE) and perceived organizational legitimacy (POL). Thus, the aim of this work is to validate a model of the direct and indirect relationships between these variables and store loyalty, analysing the mediating roles IE, ME and RE between PA as well as SA and POL and the mediating roles of POL between IE, ME as well as RE and SL. The Results show that (a) ME and RE are loaded within one factor, the relational-moral evaluation (RE-ME); (b) PA influences IE and RE-ME directly and POL by IE and RE-ME indirectly; (c) SA influences RE-ME directly and POL by RE-ME indirectly; (d) IE and RE-ME influences POL directly and SL by POL indirectly.