From Trust to Loyalty in Fashion Retail: The Mediating Role of Customer Satisfaction in an Emerging Philippine Market
DOI:
https://doi.org/10.67903/ijroms0296Keywords:
Cognition-Affect-Conation, Customer Loyalty, Customer Satisfaction, Customer Trust, S-O-R FrameworkAbstract
This study examines how customer trust translates into loyalty in an emerging-market fashion retail context, with customer satisfaction tested as the mediating mechanism. Although previous studies have established relationships among trust, satisfaction, and loyalty across retail and service settings, comparatively limited evidence explains how these mechanisms operate in Philippine fashion retail. Integrating the Stimulus-Organism-Response (S-O-R) and Cognition-Affect-Conation frameworks, trust is conceptualized as a cognitive appraisal of retailer credibility, satisfaction as an affective-evaluative response, and loyalty as conative intention. A cross-sectional explanatory-predictive survey was conducted among 315 customers of a selected international fashion retailer in Angeles City, Philippines, and analyzed using partial least squares structural equation modeling. Customer trust positively predicted customer satisfaction (β = 0.811, p < .001) and customer loyalty (β = 0.610, p < .001), while satisfaction predicted loyalty (β = 0.240, p < .001). The indirect effect through satisfaction was significant (β = 0.195, p < .001), confirming partial mediation. The model explained 65.9% of the variance in customer satisfaction and 66.7% of the variance in customer loyalty. The findings show that trust strengthens loyalty both directly and through satisfaction, extending trust-based loyalty research in Philippine fashion retail and underscoring the need for credible communication, consistent service, and dependable customer experiences. The findings further demonstrate that integrating the S-O-R and C-A-C frameworks provides a coherent explanation of how cognitive evaluations are translated into affective responses and subsequently into customer loyalty within an emerging Philippine fashion retail context, thereby contributing localized evidence to the growing body of trust-based loyalty research.
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