Antecedents and Measurement of Store Loyalty Behavior of Urban Shoppers in India

Abstract

The study of consumer store choice or patronage behavior has been an important area of research in retailing for many decades. Store loyalty is the most initial variable of interest to retailers. This paper attempts to identify the dimensions of store loyalty with specific focus on its antecedents such as Trust, Value for Money and Satisfaction. The results of this study provide retailers with useful information about Indian customers’ store loyalty determinants. Study results should be useful for retailers in Indian market when developing marketing strategies, when considering how they can best position their stores and which store loyalty determinants marketer needs to improve, in order to maintain customer loyalty.