Abstract:
Relationship marketing has its footprints in developing store loyalty. In the grocery industry
there is a host of complexity which affects the store loyalty. This study examines the influence of the
dimensions of store loyalty namely; store equity, price, multi-brand availability, and store hospitality
in Chennai's supermarkets. Data from 621 consumers in Chennai is statistically tested for the
influence on store loyalty. Results suggest that Chennai consumers give priority to the dimensions,
multi brand availability and store equity to show their loyalty towards supermarkets. This research
paper explores the factors which are highly rated to the management of store loyalty and could offer
insights to the store management to formulate their business strategies.
