Abstract
Purpose
First, to test our comparative model of online and offline purchase behavior; and second, to investigate whether recency moderates the model's relationships in different time periods.
Theoretical framework
This study is framed by Garbarino and Johnson's (1999) theory of the roles of satisfaction, trust, and commitment.
Design/methodology/approach
The sample consists of 768 purchases of products/services by Peruvian consumers. To test the hypotheses, we apply structural equation modeling based on covariance (SEM).
Findings
The relationship between privacy/security of purchase and quality is stronger in an offline purchase than an online purchase, while the opposite is true for the relationship between quality and trust. Also, purchase recency moderates all relationships in our loyalty model.
Practical & social implications of research
We focus this study on a Latin American country where recency of purchase is central to customer loyalty relationships.
Originality/value
We provide a relevant perspective on point-of-sale loyalty in both offline and online environments, looking at the moderating role of recency of purchase (a variable that has been scarcely researched) in the context of a developing country such as Peru.
Keywords:
Loyalty at the point of sale; online channel; offline channel; purchase behavior; recency of purchase
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