Specialty Store and Multi-Brand Store loyalty: An Indian consumer perspective

Authors

Sarabjot Singh, Research Scholar, College of management, School of Business, Shri Mata Vaishno Devi University Jammu, IndiaFollow
Piyush Kumar Sinha, Indian Institute of Management, Ahmedabad, IndiaFollow
Hari Govind Mishra, Assistant Professor, College of Management, Shri Mata Vaishno Devi University, Jammu, IndiaFollow

Abstract

In the competitive era of retailing, retailers need to understand the importance of store format preferences. The study aimed to understand consumer store loyalty; in-depth interview was conducted to examine consumer store loyalty antecedents for two retail formats: specialty stores and multi brand stores. The study conceptualizes store loyalty factors like program loyalty, trust and brand commitment. Trust and brand commitment act as mediating factors between store image and store loyalty formats, and also between brand image and store loyalty formats. The findings highlight how consumer store loyalty preference differ for these two formats.

Recommended Citation

Singh, Sarabjot; Sinha, Piyush Kumar; and Mishra, Hari Govind (2021) "Specialty Store and Multi-Brand Store loyalty: An Indian consumer perspective," ASEAN Marketing Journal: Vol. 5: No. 2, Article 5.
DOI: 10.21002/amj.v5i2.3056
Available at: https://scholarhub.ui.ac.id/amj/vol5/iss2/5