Dimensions of story loyalty towards supermarkets in chennai

Abstract

Relationship marketing has its footprints in developing store loyalty. In the grocery industry there is a host of complexity which affects the store loyalty. This study examines the influence of the dimensions of store loyalty namely; store equity, price, multi-brand availability, and store hospitality in Chennai's supermarkets. Data from 621 consumers in Chennai is statistically tested for the influence on store loyalty. Results suggest that Chennai consumers give priority to the dimensions, multi brand availability and store equity to show their loyalty towards supermarkets. This research paper explores the factors which are highly rated to the management of store loyalty and could offer insights to the store management to formulate their business strategies.