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STORE LOYALTY
Interim Presentation
Esperto di Statistica
Anjani Krishna
Anuj Sharma
Rohit Kumar
Shivam Maurya
Shruti Gupta
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EXECUTIVE SUMMARY
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INTRODUCTION
• Customer loyalty is the result of consistently positive emotional exp
physical attri!ute"!ased satisfaction and perceived value of an exp#hich includes the product or services$
• Store loyalty is a propensity to use the store.
• Store loyalty includes customers attitudes purchase intentions and
purchasin% !ehaviour$
• Stores desire loyal customers to sustain and %ro# in the mar&et$
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LITERATURE REVIEW
• Examinin% the historical course of the studies #ith the su!ject of loyalty it is fo
the researches that try to de'ne #hat loyalty is have si%ni'cant space$
• (he most !asic pro!lem encountered in those studies is the failure to achieve
de'nition of loyalty !ecause althou%h customer loyalty may !e a &ey varia!le
explains &eepin% the customer at hand )*on% and +hou ,--./ Pritchard and 0
12234 it has !een discussed in time #hether loyalty is an attitude or com!inat
attitude and !ehavior$
• Accordin% to the approach !ased on !ehavior loyalty is the !ehavioral reactioprejudice as the function of psycholo%ical processes !y the decision ma&er in t
existence of one or more alternative in time )5aco!y and Keyner 12364$
• 7ehavioral approach explained loyalty !asin% on the criteria includin% the shar
consumption consumption pro!a!ility pro!a!ility to consume the product a%a
consumption !ehavior multidirectional consumption !ehaviors )Kumar and Sh
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RESEARCH OBJECTIVES
• (o discuss the discriminant factors of customer loyalty$
• (o identify the discriminatin% factors a9ectin% customer loyalty$
• (o assess customer:s satisfaction #ith the stores and their loyalty t
• Assess ho# customer loyalty patterns chan%es$
• (o ma&e recommendations on ho# stores can improve customers:
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SCOPE OF THE STUDY
• (his study is descriptive in nature and is conducted in phases$
•
(he 'rst phase dealt #ith developin% a research frame#or& on factin;uencin% store ima%e customer satisfaction and loyalty in %ener
department stores$ (he frame#or& #as then used to meet the rese
o!jective$
• (he second phase of the study #as an empirical study of departme
throu%h the shoppers$ (he research approach used #as Survey Re
throu%h structured <uestionnaire and Intervie#s$ (he standardi=ed
validated <uestionnaire after due pilot testin% and suita!le chan%e
for this$ (he shopper !uyin% !ehavior store factors satisfaction an
#as examined only in the context of department stores$
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IMPLICATIONS OF THE STUDY
• (his research provided a si%ni'cant &no#led%e a!out the customer !eha
thro#s li%ht on their purchasin% patterns and their expectations from the
• As customers !ecome more &no#led%ea!le a!out various %oods their ne
expert advice and interaction #ith frontline store employees may diminis
(herefore providin% hi%h merchandise <uality should also remain a prior
context the focal retailer should carefully consider ho# the !rand assort
impact its ima%e and customer loyalty$
•
>ational !rands and store !rands enhance store loyalty in complimentarythat the particular retailer enjoys a <uality reputation mana%ement shou
capitali=e on its <uality reputation and expand its o9erin%s of store !rand
#ith national !rands$
• (hus this research also helps the retailers to &no# more a!out the custo
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METHODOLOGY
Samplin%
• Simple random samplin% #as used
• Consumers #ere randomly as&ed to 'll out the <uestionnaire
Samplin% Si=e
•
1,? correctly 'lled <uestionnaires #ere collected
Samplin% @nit
epartment store shoppers
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(ype of ata
•
Primary data throu%h <uestionnaire
ata collection techni<ue
• Bnline survey
• ace to face )physical4 survey
Instrument @sed
• Duestionnaire
• (he desi%n of the <uestionnaire #as !ased on multiple item measu
scales$ All constructs #ere measured on ? point i&ert scale$
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Plan of data analysisF
•
(he data collected #ill !e analysed usin% various statistical tools sdiscriminant analysis$
• (he ra# data collected #ill !e entered in the computer for data cle
inspectin% for errors$
• (hereafter relia!ility and validity test #ill !e performed to dra# va
inferences from the data$
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REFERENCES
• 7andyopadhyay S$ and Martell M$ ),--34 oes attitudinal loyalty in;uen
!ehavioral loyaltyH A theoretical and empirical study 5ournal of Retailin%
Consumer Services ol$ 1J >o$ 1 pp$ 6?"JJ$
• 7loemer 5$ and de Ruyter K$ )12284 Bn the relationship !et#een store im
satisfaction and store loyalty European 5ournal of Mar&etin% ol$ 6, >os
J22"?16$
• Corstjen= M$ and al R$ ),---4 7uildin% store loyalty throu%h store !ran
of Mar&etin% Research ol$ 63 pp$ ,81"21$
• ic& A$S$ and 7asu K$ )122J4 Customer loyaltyF to#ard an inte%rated co
frame#or& 5ournal of the Academy of Mar&etin% Science ol$ ,, >o$ , p
• East R$ Gendall P$ 0ammond K$ and omax *$ ),--?4 Consumer loya
additive or interactiveH Australasian Mar&etin% 5ournal ol$ 16 >o$ , pp$