International Journal of Trade, Economics, and Finance (IJTEF)
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 paper aims to study the role of merchandise quality, amidst store satisfaction and service quality, in the formation of store loyalty.