paper
Determinants of Customer Loyalty in Leading Retail Supermarkets in United Kingdom: An Exploratory Study
Velummailum Gobiraj1 ; Balasundaram Nimalathasan2 & Kumar Gandhi, R3
1 Post Graduate Student, School of Business, University of Greenwich, United Kingdom, email: vgobiraj2000@yahoo.com, H.P:+44750803951
2 SAARC Scholar, Faculty of Business Administration, University of Chittagong, Bangladesh, email: bnimalathasan@yahoo.com, H.P: +8801730302289
3. Research Fellow(Sathyabama University),A.P(Sr.G), SRM School of Management, SRM University, Chennai, Tamil Nadu, India, email: rrkkgg@gmail.com, H.P: -+919443611172
Abstract
Customers are more challenging component for any organisation rather than their competitors. Their buying behaviours are fickle, at least three times a year expecting the best deal from the suppliers. Loyalty becomes a winning factor for any organisation facilitating with high productivity, solid profit and feasibility for steady expansion, competing in present world. Thus the present study is initiated on determinants of customer loyalty in leading retail supermarkets in United Kingdom (UK). The questionnaire is designed by the researchers a seven item scale from strongly disagree (-3) to strongly agree (+3) to identify variables of customer loyalty. In the present study, we, therefore, used Cronbach’s alpha scale as a measure of reliability. Its value is estimated to be 0.897. Sophisticated statistical model as ‘Exploratory Factor Analysis (EFA)’ has been used. The results show that nine factors extracted from the analysis that together accounted 77.891 percent of the total variance. Finally, on the basis of factor score, these factors were ranked (1)‘Sales promotion’; (2) ‘Provision of information’; (3)‘Management’; (4)‘Recommendation of the Product or Service’;(5)‘New brand’;’ (6) ‘The value of brand’; (7)‘Innovative’; (8) ‘Bench Marking’ and (9) ‘Environmental friendly organization’ got the ranks of first to nine respectively and
Velummailum Gobiraj1 ; Balasundaram Nimalathasan2 & Kumar Gandhi, R3
1 Post Graduate Student, School of Business, University of Greenwich, United Kingdom, email: vgobiraj2000@yahoo.com, H.P:+44750803951
2 SAARC Scholar, Faculty of Business Administration, University of Chittagong, Bangladesh, email: bnimalathasan@yahoo.com, H.P: +8801730302289
3. Research Fellow(Sathyabama University),A.P(Sr.G), SRM School of Management, SRM University, Chennai, Tamil Nadu, India, email: rrkkgg@gmail.com, H.P: -+919443611172
Abstract
Customers are more challenging component for any organisation rather than their competitors. Their buying behaviours are fickle, at least three times a year expecting the best deal from the suppliers. Loyalty becomes a winning factor for any organisation facilitating with high productivity, solid profit and feasibility for steady expansion, competing in present world. Thus the present study is initiated on determinants of customer loyalty in leading retail supermarkets in United Kingdom (UK). The questionnaire is designed by the researchers a seven item scale from strongly disagree (-3) to strongly agree (+3) to identify variables of customer loyalty. In the present study, we, therefore, used Cronbach’s alpha scale as a measure of reliability. Its value is estimated to be 0.897. Sophisticated statistical model as ‘Exploratory Factor Analysis (EFA)’ has been used. The results show that nine factors extracted from the analysis that together accounted 77.891 percent of the total variance. Finally, on the basis of factor score, these factors were ranked (1)‘Sales promotion’; (2) ‘Provision of information’; (3)‘Management’; (4)‘Recommendation of the Product or Service’;(5)‘New brand’;’ (6) ‘The value of brand’; (7)‘Innovative’; (8) ‘Bench Marking’ and (9) ‘Environmental friendly organization’ got the ranks of first to nine respectively and
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