*Research Scholar & Senior Lecturer, Sathyabama University, Rajiv Gandhi Salai, Sholinganallur, Chennai-600119, India
**Research Guide &, Registrar, Sathyabama University, Chennai-119, India
Online published on 24 September, 2012.
India being one of the fastest growing countries in the present scenario had been extending its wide operations in the field of retail industry. Indian retailers have totally changed their marketing strategies from the traditional marketing to modern marketing. When we talk about a modern store to shop we cannot deny the fact that the modern stores strongly believe in the concept of management of store ambience to attract the customers to shop in the regularly. Hence this paper is an effort on the part of researcher to understand the importance of store ambience in attracting and retaining customers with the stores they shop. This empirical study is conducted on 819 customers to understand their perception towards their relationship with the supermarkets they visit regularly.
Retail industry, Supermarkets, Store ambience, Customer loyalty, Relationship marketing
