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ASSOCIATION BETWEEN SERVICE QUALITY AND CUSTOMER SATISFACTION IN RETAIL BUSINESSES

    2 Author(s):  MOHAMMAD ASLAM, CHANDERJEET

Vol -  7, Issue- 2 ,         Page(s) : 36 - 49  (2020 ) DOI : https://doi.org/10.32804/IRJMSI

Abstract

The fiercely competitive Indian retail environment has forced the retail businesses to focus extensively on customer retention of their existing customers. As a result, leading Indian retailers launched their loyalty programs offering a range of attractive tangible and intangible rewards to their customers, with an aim to retain them and enhance the retail performance. These programs not only engaged increasing number of members over the years, but also generated huge proportion of sales and profits from these members. The present research seeks to offer the most decipherable and widely applicable antecedents of customer loyalty. It explores the extant literature on customer loyalty and brings out seven variables which are responsible for formation of customer loyalty. Further, the relative importance of these variables has been ascertained through Multiple Regression Analysis which revealed that service quality and commitment are the strongest predictors of customer loyalty in the Indian Industry.

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