10Aug 2017

ANTECEDENTS OF STORE LOYALTY: AN INVESTIGATION OF THE KENYAN SUPERMARKET INDUSTRY.

  • Geothermal Development Company, Kenya.
  • Department of Curriculum, Instruction and Educational Media, School of Education, Moi University, Kenya.
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Store loyalty is considered one of the keys in retail business success and has largely been investigated by academia during the past few decades. The Kenyan market has witnessed growth in the supermarket industry across all major towns. However little is known about the antecedents of consumer store loyalty in Kenya. This study investigated the association between store affect and store loyalty in the Kenyan supermarket industry by exploring antecedents of store affect as indirect determinants of store loyalty through the mediating effect of store affect. Explored too is the relationship of demographic characteristics (age, gender, income and distance) with store loyalty. The study adopted a cross sectional survey design with adult shoppers as the target population. A survey instrument developed around antecedents of store loyalty was used. A representative sample of 400 respondents was determined using both proportional and random sampling techniques. A chi square test was carried out to establish the relationships between the various variables. Results show a significant association between antecedents of store affect (store atmosphere, store uniqueness, store familiarity and merchandise value) and store affect. A significant association was also established between store affect and store loyalty. Of the demographic factors under study only monthly income had a significant relationship with store loyalty. These findings contribute empirically to store loyalty concepts and help retail outlets understand why customers patronize their stores and thus develop and strengthen store loyalty drivers that focus on re ? purchase.

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[Ogutu Robert Peter and Busolo Hillary Oundo. (2017); ANTECEDENTS OF STORE LOYALTY: AN INVESTIGATION OF THE KENYAN SUPERMARKET INDUSTRY. Int. J. of Adv. Res. 5 (Aug). 182-193] (ISSN 2320-5407). www.journalijar.com

Busolo Hillary Oundo
Moi University

DOI:

Article DOI: 10.21474/IJAR01/5049      
DOI URL: https://dx.doi.org/10.21474/IJAR01/5049

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