A Model For Customer Loyalty For Retail Stores Inside Shopping Malls- An Indian Perspective | Aveek Majumdar

India has witnessed a boom in organized retail trade in the last 5 years. More and more players are coming into the retail business in India to introduce new formats like malls, supermarkets, discount stores and department stores. The retail format that has shown the maximum growth among all is the multipurpose shopping complexes or the shopping malls. Customer loyalty is viewed as the strength of the relationship between an individual?s relative attitude and repeat patronage. The relationship is mediated by social norms and situational factors. In our research we have tried to investigate the effects of the determinants in building loyalty for a particular retail store located inside a shopping mall. A study was conducted to identify the determinant factors for store loyalty and their effects on store loyalty intentions. We have looked into Store Loyalty in a holistic manner incorporating factors like service quality, location factors, value perceptions, and store image in our model. Managerial implications for the management of customer loyalty of the mall store are discussed.