The paper tries to measure the influence of product assortment, store environment, instore customer service, home delivery on customer satisfaction. Further it also probes the influence of customer satisfaction on loyalty. | Increasing store loyalty and patronage what matters International Journal of Management IJM Volume 11 Issue 4 April 2020 pp. 77-87 Article ID IJM_11_04_010 Available online at http ijm JType IJM amp VType 11 amp IType 4 Journal Impact Factor 2020 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication Scopus Indexed INCREASING STORE LOYALTY AND PATRONAGE WHAT MATTERS Dr. Bidyut Jyoti Gogoi IIM Shillong India Hemango K Dutta IIM Shillong India ABSTRACT Retailing is a service industry. Customer satisfaction matters a lot while doing business with customers. The retailer has to understand the customer requirements to serve the customer properly. A store has several touchpoints which the customer comes across while shopping. A clear understanding of the customer requirements will help the retailer to address the problems and fill the gaps. Customers are interested in the products available in a store. The store environment and the customer service adds value to the products available. This enhances the level of customer satisfaction. Enhanced satisfaction helps in store patronage. The paper tries to measure the influence of product assortment store environment instore customer service home delivery on customer satisfaction. Further it also probes the influence of customer satisfaction on loyalty. Keywords Product assortment store environment instore customer service home delivery customer satisfaction customer loyalty Cite this Article Dr. Bidyut Jyoti Gogoi and Hemango K Dutta Increasing Store Loyalty and Patronage What Matters International Journal of Management 11 4 2020 . http IJM JType IJM amp VType 11 amp IType 4 1. INTRODUCTION Retailing depends on the flow of customers to the store. The flow of traffic depends on the service they get from the store. Customer satisfaction and loyalty matters a lot to retailers for sustainable competitive advantage. .
