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Title: Linking customer loyalty to customer satisfaction and store image: a structural model for retail stores
Authors: Thomas, Sam
Keywords: Customer satisfaction
Customer loyalty
Store image
Retail stores
Structural equation models
Issue Date: Nov-2013
Publisher: Indian Institute of Management Calcutta, Kolkata
Series/Report no.: Vol.40;No.1-2
Abstract: Customer loyalty has become a major concern for retail stores across the globe. A loyal customer is a source of competitive advantage through repeat purchase and positive word of mouth. India is on the verge of a retail revolution with the government planning to allow the entry of foreign retail giants to set up shops in India. The specific objective of this research was to develop an empirical model linking customer loyalty to customer satisfaction and store image. Based on the data collected from customers with leading supermarkets in India, a structural model was developed explaining 76.2 % of the variance in the customer loyalty. The study validated the measurement model of customer satisfaction and studied its impact on customer loyalty. The store image was also seen to have a positive impact on customer loyalty through the mediating variable customer satisfaction.
Description: Sam Thomas, School of Management Studies, Cochin University of Science and Technology, Cochin, 682022, Kerala, India
Issue Editor – Bhaskar Chakrabarti, IIM Calcutta, Kolkata, India
ISSN: 0304-0941 (print version) ; 2197-1722 (electronic version)
Appears in Collections:Issue 1 & 2, June-September 2013

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