The moderating effect of loyalty cards on the relationship between store awareness, store perceived quality and store brand choice A survey on selected supermarkets in Eldoret Town, Kenya

Abstract

This study aimed to examine the moderating effect of loyalty cards on the relationship between store awareness, store perceived quality and store brand choice. For this explanatory research design was used. Systematic sampling was used to collect data using self-administered questionnaire from a sample size of 384 of shoppers. Reliability test of the research instrument was done by the use of Cronbach alpha. Pearson correlation and multiple regression models were used to analyze the data and to test the hypotheses using SPSS. The findings show that store awareness, store perceived quality, and loyalty cards have a significant effect on store brand choice. Further, that loyalty cards have a significant moderating effect on the relationship between store awareness and store choice, thus providing new findings in scholarly literature. Companies should therefore put strategies in place to enhance store perceived quality, store awareness and shopping cards involvement which leads to store choice. Stores should also provide enough information to customers on the benefit of loyalty cards involvement as it’s an important factor in the relationship between store awareness and store choice