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ANTECEDENTS OF STORE LOYALTY: THE CASE OF GOVERNMENT-OWNED SUPER MARKETS IN KERALA
This paper examines the effect of merchandise quality, service quality, store satisfaction, trust and perceived value on loyalty towards government-owned supermarkets in Kerala. The results show that the combined effect of the stated variables on store loyalty is statistically significant. Perceived...
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| Format: | Printed Book |
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International Journal of Business and Administration Research Review
2014
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| Online Access: | http://10.26.1.76/ks/004534.pdf |
| Summary: | This paper examines the effect of merchandise quality, service quality, store satisfaction, trust and perceived
value on loyalty towards government-owned supermarkets in Kerala. The results show that the combined effect of
the stated variables on store loyalty is statistically significant. Perceived value proved to be the most important
predictor of store loyalty followed by Merchandise quality and Trust. Store satisfaction did not show statistical
significance though the correlation value was positive. Service Quality showed negative and no statistically
significant correlation. The result indicates that the government-owned supermarkets in Kerala, though appears
to be meeting customer expectations in terms of merchandise quality, perceived value and trust, has to take
adequate measures to improve quality of service and store satisfaction. The findings of the study highlight the
importance of understanding store loyalty behavior and suggest that the supermarkets have to focus on various
marketing mix elements and potential loyalty drivers to create positive loyalty and re-patronage intentions among
the customers. |
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| Physical Description: | Vol.1, Issue.7, Oct - Dec, 2014. |