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.