Title: Customer loyalty: a customer experience approach with special reference to organised retailing in India

Authors: A.S. Sathish; P. Ganesan

Addresses: VIT Business School, VIT University, Vellore – 632-014, Tamil Nadu, India ' VIT Business School, VIT University, Vellore – 632-014, Tamil Nadu, India

Abstract: The aggressive market place and constant expansion in the choice available to customers perhaps rendered organisations with limited means of distinguishing themselves from their competitors. The study attempts to identify the various factors that contribute to experience. Thus, experiences being positive shall lead to loyalty towards the store. A theoretical framework for customer experience was developed and an instrument to measure customer experience is evolved in the context of organised retail store. Structural equation modelling (SEM) approach is used to test the model on customer experience. Customer experience was captured with eight dimensions which were critical like product value, product variety, internal store environment, staff, complaint handling, store appearance, store location and store operations.

Keywords: customer experience; consumer loyalty; structural equation modelling; SEM; retailing industry; retail stores; India; product value; product variety; internal environment; staff; complaint handling; store appearance; store location; store operations.

DOI: 10.1504/IJEPEE.2015.073500

International Journal of Economic Policy in Emerging Economies, 2015 Vol.8 No.4, pp.347 - 360

Available online: 10 Dec 2015 *

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