Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

The impact of customer inspiration on customer loyalty with the moderating role of guerrilla marketing

Authors
hossein norouzi 1
mohammad arsalan hassani sadr 2
1 Business Management Dep., Kharazmi University, Tehran, Iran
2 Ph.D Student, Faculty of Management, Kharazmi University, Tehran, Iran
10.22034/asm.2025.2050612.3336
Abstract
Abstract: Inspiring customers enables retail industry professionals to enhance customers purchase intentions and loyalty. Given the significance of analyzing, and understanding consumer behavior in retail based on research literature, this paper aims to explore the perceived innovation of different sales channels in inspiring customers and fostering customer loyalty. This is achieved by considering guerrilla marketing strategies as a moderating variable that affects the relationship between perceived innovation in sales channels and customer inspiration across diverse sales and marketing channels in the retail industry. The research is applied in nature and descriptive-survey in methodology. The study population consisted of customers of Ronix brand tools in Tehran. The sample size was calculated to be 222 individuals using G-Power 3.1 software, and non-probability convenience sampling was employed. Structural equation modeling and Smart PLS 3 software were utilized for data analysis. The analysis revealed that the first hypothesis regarding the positive impact of perceived innovation in sales channels on customer inspiration, the second hypothesis regarding the positive effect of customer inspiration on customer motivation, the third hypothesis regarding the positive influence of customer motivation on customer loyalty, and the fourth hypothesis concerning the positive moderating role of guerrilla marketing on the relationship between perceived innovation in sales channels and customer inspiration were all confirmed. Therefore, the results indicated that there are reciprocal effects among states of customer inspiration, emphasizing the roles of perceived innovation in sales channels and customer loyalty as antecedents and consequences of inspiration, respectively.
Keywords
perceived innovation
customer inspiration
customer loyalty
guerrilla marketing
retail

Subjects

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Journal of Advertising and Sales Management
Volume 5, Issue 4 - Serial Number 20
Winter 2025
Pages 157-176