Effect of Store Location, Product Variety and Quality on Customer Loyalty Towards Fruits & Vegetables Stores
7 Pages Posted: 2 Feb 2019 Last revised: 25 Apr 2019
Date Written: January 6, 2019
Since fruit and vegetables stores are gaining significance in organized sector, it is required to study the reasons behind their success. Various factors affect the growth of these stores such as their store location, product variety, product quality, etc. This study attempted to find whether there is any relationship between store location, product variety and product quality towards customers being loyal or not. Findings of the study suggested that there is a strong positive effect of store location and product quality on loyalty of customers. However, no such relationship was observed between product variety and loyalty. Also, there was no observed difference across gender for loyalty of customers.
Keywords: Customer Loyalty, Store location, Product Quality
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