A Conceptual Note on Influencing Store Loyalty: Implications for Indian Retailers

Subhashini Kaul

No WP2006-10-06, IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: Store loyalty is the most initial variable of interest to retailers. This paper reviews existing retail literature to identify the dimensions of store loyalty; with specific focus on its antecedents such as store image. The paper also discusses methodological issues in measuring store loyalty and image in the current Indian context.

Date: 2006-10-06
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