A Study on the Role of Consumer Service on Consumer loyalty in Indian Grocery Retailing

The purpose of this paper is to investigate the effects of consumer service on consumer loyalty in Indian grocery retail format. Based on a theoretical discussion regarding the relationship between product quality, a shopper shopping duration, store atmosphere, and consumer loyalty. An empirical research was conducted to test the proposed relationships. Multiple-item indicators from previous studies were used to measure the constructs. Results from the study provide empirical support, suggesting that consumer service through three dimensions influences retail consumer loyalty. Research results suggest that consumer service in retail establishments can be viewed as a threshold factor in order to maintain satisfied and loyal customers. Additionally, managers should consider that loyalty depends on product quality, shoppers shopping durationand store attributes/atmosphere. The present study provides useful information on the relationship between consumer service and loyalty in Indian grocery retailing. The findings show that improvement in service quality can enhance customer loyalty. The service quality dimensions that play a significant role in this equation are reliability, empathy, and assurance. The results of this study confirm a significant relationship between the consumer service elements within a retail establishment, the value given to those elements by consumers and loyalty. Given that consumers who consider themselves habitual clients of an establishment value positively the majority of the establishment's aspects and services, it is reasonable to conclude that greater knowledge of an establishment leads to an elevated positive effect on an establishment's service.