How Store Attributes Impact Shoppers’ Loyalty in Emerging Countries: an Investigation in the Indian Retail Sector

Monica Grosso, Sandro Castaldo and Anjana Grewal
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Monica Grosso: EM - EMLyon Business School

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Abstract: This paper takes a first step towards verifying a loyalty building model in the Indian retail sector. The results show that the intensity of some core loyalty model paths in developed countries, are confirmed within the Indian retail sector. One such path refers to the relationship between store loyalty and its main driver, customer satisfaction. Satisfaction comes mainly from the store environment and the perceived value according to customers, which is influenced by the retailers' product assortment decisions. Surprisingly, promotions don't have an impact on the perceived value, while the perceived value has only a small and negative impact on store loyalty.

Keywords: India retail; Store loyalty; Satisfaction; Perceived value; Assortment; Salespeople; Store environment (search for similar items in EconPapers)
Date: 2018-01-01
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Citations: View citations in EconPapers (10)

Published in Journal of retailing and consumer services, 2018, 40, 117-124 p. ⟨10.1016/j.jretconser.2017.08.024⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02312067

DOI: 10.1016/j.jretconser.2017.08.024

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