Article Details

A Study on Consumer Perception and Its Effect on Customer Loyalty Within the Indian Retail Sector |

Seema Devi, in International Journal of Information Technology and Management | IT & Management


This paper examines consumers’ perception ofstore and product attributes and customer loyalty in Indian context. Storeattributes are assessed in the dimensions of store appearance, service qualityand convenience of store. Product attributes dimensions investigated includeproduct quality, price and availability of new products. In this study,customer loyalty is considered as repeated purchasing behavior of consumertowards a store. The results suggest that except product price, other store andproduct attributes have positive effects on customer loyalty. Store attributessuch as service quality and convenience of store and product attributes such asproduct quality, price and availability of new products show significancetowards customer loyalty.