STORE LOYALTY BEHAVIOR OF URBAN SHOPPERS A COMPARATIVE STUDY BETWEEN ORGANIZED AND UNORGANIZED RETAIL

Abstract

A store s continued existence and success to a great extent depend on customer newlineloyalty. Store loyal customers purchase more often, try other products stocked by the newlinestore and bring in new customers for the store through positive word of mouth. newlineDepending on the store type, organized and unorganized store loyalty is affected by newlinevarious factors like trust, value for money, availability, display, satisfaction, ambience, newlinelocation and so forth. Loyalty is associated with the success and profitability of a firm. newlineConsequently, customer loyalty provides an underpinning to study the relationship newlineamong customer relationship activities, value creation programs and marketing newlinestrategies. newline