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A Conceptual Note on Influencing Store Loyalty: Implications for Indian Retailers

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Author Info
Kaul Subhashini

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Abstract

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.

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File URL: http://www.iimahd.ernet.in/publications/data/2006-10-06_skaul.pdf
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Publisher Info
Paper provided by Indian Institute of Management Ahmedabad, Research and Publication Department in its series IIMA Working Papers with number 2006-10-06.

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Length: 19
Date of creation: 13 Oct 2006
Date of revision:
Handle: RePEc:iim:iimawp:2006-10-06

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