UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Thi Kim Sa DETERMINING FEMALE SHOPPER LOYALTY TOWARDS CLOTHING STORES ID 22120068 MASTER OF BUSINESS (Honours) SUPERVIS[.]
UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Thi Kim Sa DETERMINING FEMALE SHOPPER LOYALTY TOWARDS CLOTHING STORES ID: 22120068 MASTER OF BUSINESS (Honours) SUPERVISORS: Prof Nguyen Dong Phong Dr Nguyen Phong Nguyen Ho Chi Minh City – Year 2014 ACKNOWLEDGEMENTS This is our opportunity to express gratitude to those who have helped and supported us throughout the process Firstly, I am especially grateful to my supervisor, Dr Nguyen Phong Nguyen, for the patient, dedicated guidance for this thesis over the past few Secondly, I would like to thanks to the supervisorial panel’s member who have thoroughly examine my thesis with valuable comments Finally, I would like to direct our gratitude to those tutors that have taught us something worthwhile to remember during our two years at the Master of Business program Ho Chi Minh City, Vietnam December, 2014 Nguyen Thi Kim Sa ABSTRACT Store loyalty is a phenomenon that is currently receiving a great deal of interest from retail management What is more, a loyal customer is a source of competitive advantage through repeat purchase and positive word of mouth As a matter of fact, lots of enterprises are facing to the difficulty situation in Vietnam It is not an exception, in clothing retail sector, the failure rate of doing that type of business is even higher than others In hope of solving this issue, this study aims to study the underlying factors that could impact on female shopper’s loyalty towards clothing stores Among the key factors affecting store loyalty, hedonic shopping motivations (HSM) and store attributes (STA) will be deeply investigated in relation to store loyalty (LOY) directly and through shopper satisfaction (SAF) in this study To conduct this research, a sample of 226 female shoppers in Ho Chi Minh City, Vietnam was surveyed to test the proposed model After that, structural equation modeling was used to analyze the collected data It was found that store attributes and hedonic shopping motivation had positive effects on LOY However, shopper satisfaction construct is almost the same with store loyalty in Vietnamese customer’s mind, so that this paper will provide the implication based on the relationship of main factors Store Attributes, Hedonic shopping motivation and As to limitation of this study, a convenience sampling method was applied in Ho Chi Minh City it is better to use cross-national, random sample Also, the study focuses on attitudinal loyalty Behavioral loyalty should be taken into account in future research The findings suggest that the clothing store managers should show concentrate their positioning strategies not only on the utilitarian dimension but also on the hedonic motivations to stimulate store loyalty Also, it is necessary to deeply understanding customer’s motivation shopping before designing their outlets with store attributes that would meet the expectations of shoppers, thus motivate them towards store patronage decisions KEYWORDS Female Shoppers, Consumer behavior, Clothing Stores, Store Loyalty, Vietnam TABLE OF CONTENTS CHAPTER INTRODUCTION 1.1 Background 1.2 Research problem 1.3 Research Objectives 1.4 Scope Of This Study 1.5 The Significance of Research 1.6 Structure of thesis CHAPTER LITERATURE REVIEW, HYPOTHESES AND CONCEPTUAL MODEL 2.1 Theoretical Background 2.1.1 Theory of reasoned action 2.1.2 Expectation – Disconfirmation theory 2.2 Hypotheses Development 2.2.1 Overview on Shopper Loyalty 2.2.2 Store Attributes 2.2.3 Hedonic Shopping Motivations 11 2.2.4 Shopper Satisfaction 13 2.3 Conceptual Model: 14 CHAPTER 15 RESEARCH METHODOLOGY 15 3.1 Research process 15 3.2 Sampling 19 3.3 Data Collection Methods 20 3.4 Data Analysis Methods 20 Chapter 4: 21 DATA ANALYSIS AND RESULTS 21 4.1 Descriptive Statistics 21 4.2 Refinement of measurement scales 22 4.2.1 Reliability assessment 22 4.2.2 Measurement Validation (CFA) 24 4.3 Model and Hypotheses Modification 30 Chapter 5: 32 CONCLUSIONS 32 5.1 Main findings 32 5.2 Implications 33 5.3 Limitations 34 5.4 Future research 34 REFERENCES 36 APPENDIX 1: DATA ANALYSIS 45 LIST OF ABBREVIATION HSM Hedonic Shopping Motivation STA Store Attributes SAF Shopper Satisfaction LOY Store loyalty ADV Adventure shopping GRA Gratification shopping ROL Role shopping SOC Social shopping IDE Idea shopping MER Merchandise AFS After sale services EMS Employee services SAT Store Atmosphere LIST OF TABLES Table 1: Descriptive statistics 22 Table 2: Factor loadings, Composite reliability and Average variance extracted 29 Table 3: Unstandardized correlation 30 Table 4: Unstandardized structural coefficients 31 Table 5: Results of unidimensionality and reliability test results – refined scales 45 Table 6: EFA And Reliability Test Results - Scales Without Modification 47 Table 7: Rotated Components 48 LIST OF TABLES Figure 1: Theoretical Model 14 Figure 2: Research Process 16 Figure 3: CFA Result of Store Attributes 26 Figure : The CFA result of Hedonic Shopping Motivation 27 Figure 5: Modified Model 31 Figure 6: Saturated Model 51 Figure 7: Final Measurement Model 52 Figure 8: Structural Model 53 CHAPTER INTRODUCTION 1.1 Background The clothing retail market is fiercely competitive at the present Especially, the women clothing stores have built up everywhere in Vietnam but most of them facing the risk of shutting down with no profit In fact, according to National Business Registration Portal, the number of difficult company that is forced to stop their business in the early months of the year 2014 is continuously increasing Until February, 2014, there is 13,124 company have stopped their business There are 80-100 shops posting on their website for transferring the ownership of stores In which, clothing, grocery and coffee shops that have capital is under 500 million accounts for almost 90 % (Tuan and Son, 2014) It can be seen that the clothing retailing sector seems to be freeze and owners struggling to remain the minimal number of customer for covering the rent fee and other fixed costs (My, 2014) On another hand, the term of store loyalty has become quite popular in developed countries and people pay much more attention to this outcome when it comes to the retailing business strategies to make sure their business doing well as well as maintain their competitive advantages in the market Conversely, store loyalty is not taken into account properly in Vietnam while it could be an effective solution for business owner to overcome the mentioned difficulties 1.2 Research problem Facing this situation, the first thing first, they need to figure out the reason why their business going down by understanding customer insights in order to make the effective strategies This may come from the economic downturn or just because they not invest the right thing Instead of retaining the existing customer, they only seek for the new customers and not realize that loyalty customers are curial in such a competitive market like clothing business It is evident that customer acquisition costs, such as promotions, discounts, advertising, are much higher than customer maintenance costs, such as consistent quality, service and variety (Reicheld, 1996 cited by Ray, 2009) Additionally, the understanding of what motivates consumers to purchase from one store rather than another becomes increasingly important to retail stores design and management (Black et al., 2002) In this regard, it is also supported that store loyalty is the most important factor for success and longevity of store (Omar, 1999) Thus, store loyalty is worthwhile to pay much attention to enhance store performance To clarify about store loyalty, it is stated that “Store loyalty means that customers like and habitually visit the same store to purchase a type of merchandise (Levy & Weitz, 1996, p.61) However, academic research has found significant difference between women and men cognitive process and behaviour (Melnyk, 2009; Noble, 2006) Gender difference is important issue to investigate, because if women and men loyalties differ, both genders might require different selling approach (Melnyk, 2009) What is more, female clothing store is much more popular than male clothing store in Vietnam Therefore, female shopper behavior is in need of doing a deeply research and find out which are the determinants of their loyalty decision towards clothing store In particular, which factors are important to customer when they consider being loyal to a specific store and from that store managers could make a right investment on their store to improve business without wasting time, cost and effort 1.3 Research Objectives Apparently, store loyalty is one of the most effective ways to improve their business at the present However, how to invest properly and make sure it is not a wasting is a major concern Certainly, not all stores could spend money on all factors that could help increase the level of store loyalty Therefore, prioritizing their investment in some important factors is necessary, especially for stores with limited budget Thus, this study attempts to provide the knowledge on shopper loyalty, its determinants and the importance of each determinant in female clothing business in Vietnam by achieving the specific objectives as follows: Literature Review Theoretical Model & Hypotheses Qualitative Pilot Study (n=6) Main Survey (n=236) Model & Hypotheses Modification Reliability Measurement Testing Hypotheses Conclusions & Implications Figure 2: Research Proccess 16 3.1 Measurement Scales The measurement of each of following item was developed by adopting scales from previous studies Most of items were measured on 7-point Likert-type scales excepting Shopper Satisfaction concept that was measured on 9- point Likert-type scales In particular: Store attributes Store Attribute comprised four components: SAT; EMS; AFS; MER The items used to measure the Store Attribute components were based on Koo (2003)- seven-point Likert scale, anchored by 1: strongly disagree and 7: strongly agree Store Atmosphere (SAT) The layout makes it easy to get around Easy to find what I’m looking for in the store The shelf is not too high to pick up merchandise with hands The merchandise display at the store is very good Employee services (EMS) Employees at the store are helpful and friendly and courteous Employees are always willing to respond to my request promptly Appropriateness of salesperson’s explanation I can trust employees at the store Employees at the store are very kind in respond to my questions and inquires After sale services (AFS) The store has appropriate return policy and easy to return harmer products The store’s refund policy is appropriate The store offers excellent and easy exchange services for goods I purchased Merchandise (MER) The store sells a lot of name brands This store sells a variety of products from many different manufacturers The store carries many store brands 17 The store carries various assortments Hedonic shopping motivations (HSM) HSM comprised six components; ADV; GRA; ROL; VAL; SOC; IDE The items measuring the HSM components were based on Arnold and Reynolds (2003) Adventure shopping (ADV) To me, shopping is an adventure I find shopping stimulating Shopping is a thrill to me Shopping makes me feel I am in my own universe Gratification shopping (GRA) When I am in a down mood, I go shopping to make me feel better To me, shopping is a way to relieve stress I go shopping when I want to treat myself to something special Role shopping (ROL) I like shopping for others because when they feel good I feel good I feel good when I buy things for the special people in my life I enjoy shopping for my friends and family I enjoy shopping around to find the perfect gift for someone Value shopping (VAL) For the most part, I go shopping when there are sales I enjoy looking for discounts when I shop I enjoy hunting for bargains when I shop I go shopping to take advantage of sales Social shopping (SOC) I go shopping with my friends or family to socialize 18 I enjoy socializing with others when I shop To me, shopping with friends or family is a social occasion Shopping with others is a bonding experience Idea shopping (IDE) I go shopping to keep up with the trends I go shopping to keep up with the new fashions I go shopping to see what new products are available I go shopping to experience new things Shopper satisfaction (SAF) For measuring customer satisfaction, a three-item scale was adapted from previous research (Brady et al., 2001) which was also measured on nine point semantic differential scale I am satisfied with my decision to purchase products at this store My choice to purchase at this store was a wise one I think that I did the right thing when I purchase at this store Shopper loyalty (LOY) The scale used to measure LOY was adapted from previous research (Nguyen, Nguyen & Barret, 2007), seven-point Likert scale, anchored by 1: strongly disagree and 7: strongly agree I consider myself to be loyal to this store I am going to my shopping in this store in the next few weeks Shopping in this store is my first choice I will go shopping in this store in future I will promote this store to my relatives and friends 3.2 Sampling The convenience sampling was chosen to collect data The target respondents were female officers, students from 18 to 30 in Ho Chi Minh City Respondents were only qualified to the survey if they used to purchase at clothing stores A total of 250 responses 19 were collected However, after deleting incomplete responses, 226 responses were finally utilized in data analysis 3.3 Data Collection Methods The self-administrated questionnaires were distributed and collected directly or indirectly from some universities, offices and factories The rest of questionnaires were collected by emailing the online survey link 3.4 Data Analysis Methods Two phases of study were undertaken in this research: a pilot study and a main survey The pilot phase involved a focus group and a quantitative pilot study Its purpose was to modify and refine the measures The main survey was used to test the measurement and structural models Structural equation modeling is a multivariate statistical methodology, which takes a confirmatory approach to the analysis of a structural theory SEM provides researchers with the ability to accommodate multiple interrelated dependence relationships in a single model Its closest analogy is multiple regression analysis, which can estimate a single relationship But SEM can estimate many equations at once, and they can be interrelated, meaning that the dependent variable in one equation can be an independent variable in other equations This allows the researcher to model complex relationships that are not possible with other multivariate techniques (Hair et al 1998) Advantages of SEM compared to multiple regression include more flexible assumptions (particularly allowing interpretation even in the face of multi-collinearity), use of confirmatory factor analysis (CFA) to reduce measurement error by having multiple indicators per latent variable, graphical modeling interface, the desirability of testing models overall rather than coefficients individually, the ability to test models with multiple dependents, the ability to model mediating variables, the ability to model error terms, and the ability to handle difficult data (time series with auto-correlated error, non-normal data, incomplete data) AMOS 16.0, a leading SEM package, was used in this study 20 Chapter 4: DATA ANALYSIS AND RESULTS 4.1 Descriptive Statistics A sample of female customers in Ho Chi Minh City was collected using convenience sampling method Respondents were students, officers, workers and other occupations The original questionnaire was in English, and was translated into Vietnamese for respondents who are unlikely to understand the content in English Back-translation was used to ensure equivalence of meanings Self-administered surveys, in which questionnaires were mailed to the target respondents and collected by interviewers, were chosen for this study Spontaneously, others questionnaires were distributed to some offices and universities In order to obtain a sample size of about 200, 250 questionnaires were distributed to respondents in the chosen sample About 236 completed questionnaires were collected: a response rate of 94 per cent Among these, 10 were found to be invalid due to the respondents not buying clothing in store but the market and that is nonsense for this study The remaining 226 valid completed questionnaires were the source of the data for analysis The sample comprised 118(52.2 per cent) officers, 61(27 per cent) students, 12 (5.3 percent) workers and 35 other occupation In terms of age, there is 110 (48.9 per cent) respondents in the age between 18 and 25, 89(39.4%) respondents in the age between 26 and 35 and 27 (11.9 per cent) in the age above 35) Finally, 104 respondents (46 per cent) earn between millions and 10 millions Vietnam dongs each month, 88( 38.9 per cent) respondents have income below millions, 18 ( per cent) respondents have income between 10 millions to15 millions and 16 (7.1 percent) respondents have income above 15 millions 21 Table 1: Descriptive statistics Age Group 18-25 26-35 > 35 Count Count Count Occupation Student 56 Officer 42 64 12 Worker Other 11 16 Less than 5M Count 54 22 Income group From From 5M to 10M to 10M 15M Count Count 72 13 18 More than 15M Count 11 4.2 Refinement of measurement scales A focus group was undertaken with six female customers to refine the content of questionnaire Although most of the scales have been used widely in the past, this step is important because of the difference in the research setting: female clothing store in developing country-Vietnam A quantitative pilot survey followed to refine the measures.The scales were assessed via Cronbach’s alpha and exploratory factor analysis (principal components with varimax rotation) 4.2.1 Reliability assessment Cronbach Alpha Results: The scales were assessed via Cronbach alpha Reliability assessment resulted in the deletion of one item measuring merchandising (MER4) and one item measuring value shopping motivation (VAL3) , due to its low item-total correlation of 0.30 (Nunnally and Bernstein, 1994) EFA Results for Individual Scales: For further assessment, exploratory factor analysis for each scale was used The criteria used to delete an item were (1) whether the items was of a scale with low –total variance extracted of less than 50%, and (2) whether the item had either item-total correlation or factor loadings of below 0.35.This is because of the sample size of this study 22 was 226, which is close to 250, so the factor loadings of above 0.35 were considered significant for interpretative purposes (Hair et al, 2010) The results indicate that, of 12 scales, scales were immediately acceptable and scales needed some refinement The scales that had no modification are shown in Appendix They were after services (3 items), social shopping motivation (4 items), idea shopping motivation items) and satisfaction (3 items).Based on the criterion of an eigenvalue of more than 1, the results showed that only one factor was extracted for each of these scales The variance is explained by the extracted factor ranged from 65.49% to 73.33% and the factor loadings were all above the threshold of 0.50 These results indicated that all of the four scales listed above were, at the preliminary stage, unidimensional The remaining eight scales that needed some refinement are shown in Appendix Before refinement, all the scales had the total variance extracted higher than 50%, from 52.22% to 64.85% However, some items had the low factor loading and low item-total correction Therefore, items was further deleted based on the criterion above In particular, it including the items measuring store atmosphere (SAT3), employee services (EMS4), and adventure shopping motivation (ADV1) The loadings for other items (43 items) were acceptable, and they were used for the common factor analysis EFA Results for all Scales: For initial EFA analysis for 43 items, 11 factors were extracted that together explained 68.77% of the total variance However, seven items, ROL4, LOY5, SAF1, SAF3, SAT3, GRA1, and EMS1, loaded highly on more than one factor or has low factor loading Thus, they were eliminated one by one, and the remaining items were reanalyzed by the EFA procedure The EFA results for the remaining 36 items revealed that they were loaded on 10 factors with total variance explained of 69.72% To overcome the issue of appropriateness, Barlett’s test of sphericity and Kaiser-Meyer-Olkin (KMO) measures were examined These measures showed that the degree of inter-correlations among the items were suitable for the EFA (KMO= 0.822, p= 0.000) Moreover, no item loaded highly on more than one factor All items had factor loading above the threshold of 0.5 However, there are some items 23 loaded highly on a factor other than their designate factors representing their latent constructs By running EFA, there are totally 10 factors extracted compared to 12 construct at the beginning coupled with some items was eliminated Thus it is needed to rename the constructs as follows: Store Atmosphere: SAT1,SAT2, SAT4, EMS2 Store Loyalty: LOY1, LOY 2, LOY 3, LOY4, SAF3 Idea Shopping Motivation: IDE 1, IDE2, IDE3, IDE4 Gratification shopping motivation: ADV2, ADV3, ADV4, GRA2, GRA3 Social shopping motivation: SOC1, SOC2, SOC3, SO3 After Services: AFS1, AFS2, AFS3 Value Shopping Motivation: VAL1,VAL2, VAL4 Merchandising: MER1, MER2, MER3 Role Shopping Motivation: ROL1, ROL2, ROL3 10 Employee Services: EMS3, EMS5 All those factors were further assessed in the next stage – Conformation Factor Analysis (CFA) to validating the measurement A two-step approach in structural equation modeling (SEM) was employed to analyze the data (Anderson and Gerbing, 1988) Confirmatory factor analysis (CFA) was used to validate the measures and SEM was used to test the theoretical model The scales were assessed by confirmatory factor analysis (CFA), before structural equation modeling was used to test the theoretical model and hypotheses The screening process shows that the data exhibited slight deviations from normality Nonetheless, all univariate kurtoses were non-significant and all skewness values were within the range of (-1, 1) Therefore, maximum likelihood estimation was used (Muthen and Kaplan, 1985) 4.2.2 Measurement Validation (CFA) 24 The first-order constructs in the model were store loyalty The second-order constructs were store attributes and hedonic shopping motivation Store attributes consisted of three components: store atmosphere, employee services, after services and merchandising Hedonic shopping motivation had five components: gratification shopping motivation, value shopping motivation, role shopping motivation, social shopping motivation and idea shopping motivation Those two second –order construct were assessment through CFA technique separately Store Attributes Scales CFA results indicate that two second-order constructs were a good fit to the data (χ2(47) =2.248 (p= 0.000); IFI = 0.943; CFI = 0.942; GFI=0.801; RMSEA=0.074 Most of the component achieved unidimensionality excluding the SAT due to it had correlation between standard errors In addition, the correlations between the components of each construct, together with their standard errors, indicate that they were significantly less than unity These findings support within-construct discriminant validity (Steenkamp and van Trijp, 1991) On the other hand, all the factor loadings were above 0.6 and achieved the significant level (p=0.000).Thus, it can be concluded that the components of store attributes achieved convergent validity Hedonic shopping motivation scales CFA results indicate that two second-order constructs were a good fit to the data (χ2(140) =2.066 (p= 0.000); IFI = 0.872; CFI = 0.919; GFI=0.883; RMSEA=0.069 Most of the component achieved unidimensionality excluding the IDE and SOC due to they had correlation between standard errors In addition, the correlations between the components of each construct, together with their standard errors, indicate that they were significantly less than unity These findings support within-construct discriminant validity (Steenkamp and van Trijp, 1991).On the other hand, all the factor loadings were above 0.6 and achieved the significant level (p0.50), excluding that of ROL and GRA However, they are near to 0.5 (0.465 & 0.468) In addition, the composite reliability of all scales was acceptable (>0.63) These findings indicate that all scales measuring the first-order constructs and the components of the second-order constructs were unidimensional (Fornell and Larcker, 1981) and within-method convergent validity was achieved (Steenkamp and van Trijp, 1991) Finally, the correlations between constructs, together with their standard errors, indicate that they were significantly less than unity Again, these findings confirmed the within-construct discriminant validity 28 Table 2: Factor loadings, Composite reliability and Average variance extracted Scale items Standardized loadings Store Attributes (STA) Store Atmospheres (SAT): composite reliability c)= 0.803; average variance extracted vc) = 0.506 The layout makes it easy to get around (SAT1) Easy to find what I’m looking for in the store (SAT2) The merchandise display at the store is very good (SAT4) 0.704 0.728 0.631 Employees are always willing to respond to my request promptly (EMS2) After Services (AFS): c )= 0.817; vc) = 0.600 0.775 The store has appropriate return policy and easy to return harmer products (AFS1) The store’s refund policy is appropriate (AFS2) 0.858 The store offers excellent and easy exchange services for goods I purchased (AFS3) Employee Services (EMS): c)= 0.627; vc) = 0.458 Employees are always willing to respond to my request promptly (EMS3) I can trust employees at the store (EMS5) Merchandising (MER): c)= 0.781; vc) = 0.547 The store sells a lot of name brands (MER1) This store sells a variety of products from many different manufacturers (MER2) The store carries many store brands (MER3) 0.713 0.746 0.621 0.728 0.861 0.724 0.614 Tải FULL (69 trang): https://bit.ly/3r7rhDA Hedonic shopping motivation (HSM) Dự phòng: fb.com/TaiHo123doc.net Idea shopping (IDE): c)= 0.873; vc) = 0.635 I go shopping to keep up with the trends (IDE1) I go shopping to keep up with the new fashions (IDE2) I go shopping to see what new products are available I go shopping to experience new things (IDE3) Gratification shopping (GRA): c)= 0.812; vc) = 0.468 I find shopping stimulating (ADV2) Shopping is a thrill to me (ADV3) Shopping makes me feel I am in my own universe (ADV4) To me, shopping is a way to relieve stress (GRA2) I go shopping when I want to treat myself to something special (GRA3) Social shopping (IDE): c)= 0.838; vc) = 0.565 I go shopping with my friends or family to socialize (SOC1) I enjoy socializing with others when I shop (SOC2) To me, shopping with friends or family is a social occasion (SOC3) 29 0.851 0.85 0.802 0.67 0.829 0.735 0.609 0.612 0.604 0.782 0.79 0.743 0.686 Shopping with others is a bonding experience (SOC4) Value shopping (VAL): c)= 0.805; vc) = 0.581 For the most part, I go shopping when there are sales (VAL1) I enjoy looking for discounts when I shop (VAL2) I go shopping to take advantage of sales (VAL4) Role shopping (ROL): c)= 0.723; vc) = 0.465 I like shopping for others because when they feel good I feel good (ROL1) I feel good when I buy things for the special people in my life (ROL2) I enjoy shopping for my friends and family (ROL3) Store Loyalty (LOY): (c)= 0.783; (vc) = 0.546 My choice to purchase at this store was a wise one (SAF2) I consider myself to be loyal to this store (LOY1) I am going to my shopping in this store in the next few weeks (LOY2) Shopping in this store is my first choice (LOY3) Deleted item I will go shopping in this store in future (LOY4) Deleted item 0.777 0.844 0.654 0.642 0.704 0.699 0.853 0.602 0.654 Table 3: Correlations among HSM, SAT and LOY Correlation Estimate S.E C.R P STORE ATTRIBUTES HEDONIC MOTIVATION 0.355 0.073 4.833 *** STORE LOYALTY STORE ATTRIBUTES 0.423 0.089 4.752 *** STORE LOYALTY HEDONIC MOTIVATION 0.442 0.088 5.018 *** 4.3 Model and Hypotheses Modification The results of the scales assessment, EFA and CFA, showed that, Store Loyalty and Satisfaction are theoretically discriminant constructs, but they are practically a unidimensional constructs Based on it, the model was adjusted with the following hypotheses: 30 6673719 ... affecting female shopper loyalty toward female clothing stores in Vietnam (2) To quantify the important level of each independent factor in relationship with shopper loyalty in female clothing. .. customer loyalty (Bolton & Drew, 1994) 13 H5: Shopper Satisfaction has a positive effect on Shopper Loyalty 2.3 Conceptual Model: Hedonic shopping motivation H4 (+) H3 (+) Shopper Loyalty Shopper. .. to study the underlying factors that could impact on female shopper? ??s loyalty towards clothing stores Among the key factors affecting store loyalty, hedonic shopping motivations (HSM) and store