Impact of customer satisfaction and trust on customer loyalty : A study on organized retail in Gujarat

This paper examines the impact of customer satisfaction and customer trust on customer loyalty. Today, organized retail faces much competition where the marketers need to focus on various competitive points. Various divisions of the society must be attended. In the research, it is found out that gender and age groups do not have significant differences in customer satisfaction, customer trust and customer loyalty. As education reaches to post graduate or more, the customer satisfaction, customer trust and customer loyalty decreases. Similarly, as income reaches to more than 8 lacs, the customer satisfaction, customer trust and customer loyalty decreases. The study of model approves the relationship between customer loyalty and customer satisfaction as well as customer loyalty and customer trust. Customer satisfaction and customer trust leads to customer loyalty. The results may be useful to the decision makers and strategy formulations in organized retail as well as to the further research.