Abstract
ABSTRACT The importance of understanding how to encourage consumer loyalty is critical to the success of a retail establishment. Faithful customers are more likely to be repeat buyers, purchase more frequently and recommend the store to others. Thus, it is essential to understand the factors that drive the most dedicated patrons. In this study, we look at whether salesperson behaviors, perceptions of their expertise, the quality of the products offered, and the overall reputation of the retailer, influence allegiance to a store. The results indicate that two variables, salesperson behavior and quality of the products offered at the store, significantly affect customer loyalty.
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