Assessing Marketing Capabilities and Re-Patronage Intentions Relationship Through the Lens of Technological Advancement

This study examines the relationship between marketing capabilities and re-patronage intentions in the retail sector. Building upon dynamic capability theory, expectation-confirmation theory, and social exchange theory, it also investigates the moderating role of technological advancement between marketing capabilities and customer satisfaction. Further, the mediating role of customer satisfaction has also been examined. Four hundred and seventy-nine shoppers across six shopping malls have responded to the questionnaire. The validity and reliability of the measurements have been confirmed through Confirmatory Factor Analysis. Structural equation modeling has been used for hypothesis testing. The study revealed that marketing capabilities affect customer satisfaction, and customer satisfaction affects both customer trust and re-patronage intentions. Further, technological advancement moderates the relationship between marketing capabilities and customer satisfaction. The study has many implications for academics and practitioners.