INCREASING STORE LOYALTY AND PATRONAGE: WHAT MATTERS?

Retailing is a service industry. Customer satisfaction matters a lot while doing business with customers. The retailer has to understand the customer requirements to serve the customer properly. A store has several touchpoints which the customer comes across while shopping. A clear understanding of the customer requirements will help the retailer to address the problems and fill the gaps. Customers are interested in the products available in a store. The store environment and the customer service adds value to the products available. This enhances the level of customer satisfaction. Enhanced satisfaction helps in store patronage. The paper tries to measure the influence of product assortment, store environment, instore customer service, home delivery on customer satisfaction. Further it also probes the influence of customer satisfaction on loyalty.