Abstract
AbstractThe evolution of the retailing sector and the proliferation of supermarkets have made consumers more and more demanding. Store managers are trying to make strategies that retain customers and have a favourable position in the market. So, this communication allows us to show the importance of relationship quality in explaining customer loyalty and store choice. Then, we will propose a conceptual model which integrates all these variables. The validation of the causal model can explain the strategic implications and propose appropriate recommendations given to the store manages.
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