Linking Customer Loyalty to Customer Satisfaction and Store Image

Abstract

Indian grocery shoppers are supposed to have a liking towards aprimary store for the bulk of their purchases, though they mightoccasionally visit other stores for immediate purchases. They tendto spend twice as much in this main store compared to others.The specific objective of this research was to develop an empiricalmodel linking customer loyalty to customer satisfaction and storeimage and find the relationship between them. Data was collectedfrom 150 customers of leading supermarkets in Kochi, usinga structured closed-ended questionnaire through conveniencesampling method. A structural model was developed linking storeimage, customer satisfaction and customer loyalty where customersatisfaction and store image were proposed as antecedentsto customer loyalty. Store image and customer satisfactionhave a positive relationship with customer loyalty but the directrelationship between store image and customer loyalty was foundto be insignificant.