A Conceptual Note on Influencing Store Loyalty: Implications for Indian Retailers
Research & Publications
A Conceptual Note on Influencing Store Loyalty: Implications for Indian Retailers
06/10/2006
A Conceptual Note on Influencing Store Loyalty: Implications for Indian Retailers
Kaul Subhashini
Working Papers
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.