Title: Understanding customer satisfaction and loyalty in Indian retail sector: an empirical study

Authors: Amgad S.D. Khaled; Fatehi Almugari; Borhan Omar Ahmed Al-Dalaien; Abdulmalek M.M. Saeed; Khalid Mohummed Alomari

Addresses: Department of Management Information System, Aljanad University for Science and Technology, Taiz, Yemen ' Department of Commerce, Aligarh Muslim University, Aligarh, India ' Department of Accounting, Amman Arab University, Jordan ' Department of Commerce, Aligarh Muslim University, Aligarh, India ' Department of Business and Economic, University of Al-Hussein Bin Talal University, Jordan

Abstract: The main objective of this paper is to determine elements which can lead to customers' satisfaction and their loyalty. In this analysis, the 'expectancy principle' of Vroom is used for the conceptual model and the results are discussed. Data was taken using snowball sampling method by circulating self-administered questionnaire and online questionnaire to the respondents. Data has been collected from different places in Aligarh, Delhi/NCR Region. Both SPSS version 23 and AMOS 25.0 were used to analyse the data. To test the hypotheses, the structural equation modelling was used. The study found that price service has a positive impact on customer satisfaction. The study suggest a close association between price, quality of service and quality of product and consumer satisfaction and a directly beneficial effect on customer loyalty.

Keywords: strategy; hypermarkets; satisfaction; loyalty; retail marketing; price strategy; customer; value; brand; store image.

DOI: 10.1504/IJBEX.2023.133555

International Journal of Business Excellence, 2023 Vol.31 No.1, pp.49 - 74

Received: 04 Sep 2020
Accepted: 23 Sep 2020
Published online: 21 Sep 2023 *

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