Relation between customer satisfaction and customer loyalty in organized retailing: a study in saurashtra
| Vol-4 | Issue-02 | February-2017 | Published Online: 05 February 2017 PDF ( 212 KB ) | ||
| Author(s) | ||
| Dr. J. M. Badiyani 1 | ||
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1Coordinator M. B. A. & Ph. D. & Assistant Professor, Department of Business Administration, M. K. Bhavnagar University, Bhavnagar, Gujarat (India) |
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| Abstract | ||
This paper studies the correlation between customer satisfaction and customer loyalty in organized retail in Saurashtra region of Gujarat state. The customer satisfaction is derived out of twenty factors evaluation while, the customer loyalty is derived out of five factors evaluation. A sample of 219 consumers was personally surveyed using structured questionnaire. Using statistics like correlation test, the relation between customer satisfaction and customer loyalty was measured. Significant correlation was found between customer satisfaction and customer loyalty. |
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| Keywords | ||
| organized retailing, customer satisfaction, customer loyalty, relationship, correlation analysis | ||
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