Apparel Customer Loyalty Determination using Retail Servqual and Store Reputation- A SEM Research

Abstract

Customer loyalty is a buzzing word in this multifaceted business state of affairs. Deriving loyalty is not so effortless. Apparel sector is a trend oriented industry. Retail apparel sectors facing sturdy competition in the industry, however it remains healthy. The researcher wants to find out the responsible factors of apparel customer loyalty in Chennai city. Research gap The Researcher has validated the Dabholkar et al (2000) to derive the apparel customer loyalty as a outcome variable while store reputation serves as a mediating variable. Earlier studies concentrated on validating Retail service quality model on Apparel Customer Satisfaction. Methodology Selected Retail outlets were chosen and 276 samples was obtained using mall intercept method. Structural path was constructed by the researcher using Dabholkar et al (2000). Store Reputation is the mediating variable between loyalty and RSQL constructs. Findings The researcher found strong relation between Service quality constructs and loyalty while store reputation serves as a mediation variable. However store policy is having direct relationship with loyalty intention of the apparel customer.