An exploratory investigation of the consumer religious commitment and its influence on store loyalty and consumer complaint intentions

Purpose Past consumer behavior researchers contend that there is a significant relationship between a consumer's religious affiliation and a number of consumption related variables. Based on Worthington et al. 's multi‐dimensional approach this paper aims to examine the concept of consumer religious commitment in the marketing domain. Design/methodology/approach Using cross‐sectional data of 425 respondents this research examines the outcomes of the direct influence of consumer religious commitment on two outcomes, namely, store loyalty and complaint intentions. Findings Results of the study indicate that consumer religious commitment significantly influences store loyalty and complaint intentions. Originality/value The paper offers prescriptive insights for managers, who may see potential value of consumer religiosity as a market segmentation tool.