Professor in Accounting, Department of Accounting and Finance, School of Business and Economics, The University of Fiji, Saweni, Fiji
The current study aims to investigate the correlation between customer value and customer loyalty in the Balangir town mini supermarket. The study adopted a quantitative approach applying descriptive analysis, correlation and multiple regression to explain the association between customer value and customer loyalty in the context of the mini supermarket of Balangir. The findings highlight that the customers demonstrated a high level of loyalty with respect to various characteristics of Customer Value, including brand image, switching cost, value-added service and overall customer satisfaction. This result indicated a robust relationship between customer value and loyalty, thus emphasising the effect of these factors on customer relationships within the mini supermarket environment.
Mini supermarkets, Customer loyalty, Customer value, Customer satisfaction, Brand image, Switching cost, Value-added service
