• ISSN: 2010-023X
    • Frequency: Bimonthly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Executive Editor: Ms. Cherry L. Chen
    • Abstracting/ Indexing: Engineering & Technology Digital Library, ProQuest, Crossref, Electronic Journals Library, DOAJ , EBSCO, and Ulrich's Periodicals Directory
    • E-mail: ijtef@ejournal.net
IJTEF 2011 Vol.2(5): 351-355 ISSN: 2010-023X
DOI: 10.7763/IJTEF.2011.V2.130

Influence of Store Satisfaction, Merchandise Quality, and Service Quality on Store Loyalty

N. R. V. Ramana Reddy, T. N. Reddy, and B. Abdul Azeem
Abstract—Loyalty is a phenomenon that has always received a great deal of interest among marketers, specifically from retailing side. The study tries to further the understanding towards this phenomenon by trying to test the inclusion of (merchandise and service) quality, and satisfaction as the determinants of store loyalty. The paper tries to answer the question whether merchandise quality and service quality are independently associated with store loyalty along with customer satisfaction or associated through interaction. Specifically, the present work aims to study the role of merchandise quality, amidst store satisfaction and service quality, in the formation of store loyalty. Hierarchical regression is employed to test the drawn hypotheses. The findings of the study indicate that service quality, and customer satisfaction show significant influence on store loyalty. The merchandise quality does not show significant influence on store loyalty. But the interactive effect of merchandise quality and service quality is found to improve the model. The results of the study help in identifying the factors which are more important to focus in strategizing issues related to store loyalty in a more specific manner.

Index Terms—Store loyalty, Customer satisfaction, Merchandise quality, Service quality, Retailing.

Dr. N. R. V. Ramana Reddy (Principal) is with the Annamacharya PG College of Management Studies, Rajampet, Andhra Pradesh, India 516126 (Corresponding author; phone: +919848998647; fax: +91-8565-200242; e-mail: aitsap@yahoo.co.in).
Dr. T. N. Reddy (Head – Dept. of Humanities) is with JNTU College of Engineering, Pulivendula, Andhra Pradesh, India (e-mail: tnreddy_jntu@yahoo.co.in).
B. Abdul Azeem is with the Annamacharya PG College of Management Studies, Rajampet, Andhra Pradesh, India 516126 (e-mail: babdul.azeem@gmail.com).

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Cite:N. R. V. Ramana Reddy, T. N. Reddy, and B. Abdul Azeem, "Influence of Store Satisfaction, Merchandise Quality, and Service Quality on Store Loyalty," International Journal of Trade, Economics and Finance vol.2, no.5, pp. 351-355, 2011.

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