• MI. Anees Fathima

Loyalty concept has reached its significance especially in the Retail Industry. Store brand loyalty is receiving great deal of attention in retail industry. So there is a need of introducing comprehensive store brand loyalty model. This study attempts to provide a broad view of store brand loyalty by proposing a model and testing its potential antecedents. The antecedents included in the research are perceived quality, satisfaction, trust and commitment. A sample of 400 customers of multi brand apparel retail stores in Chennai city were selected. The results depict that in multi brand apparel retail stores, perceived quality is considered as most important factor of store brand loyalty. An indirect positive relationship of perceived quality and satisfaction to store brand loyalty has also been affirmed. As customer retention is critical for strategists in dynamic world of retail sector. So it is important for retailers to devise well-structured customer loyalty programs for protecting the customers’ base line.

Store Brand Loyalty, Multi brand, apparels, retail stores, Perceived quality, Satisfaction, Trust, Commitment etc.

"Store Brand Loyalty: A Developmental Goal of Multi brand Retail Stores", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.289-301, January-2019, Available :http://www.jetir.org/papers/JETIR1901136.pdf

"Store Brand Loyalty: A Developmental Goal of Multi brand Retail Stores", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp289-301, January-2019, Available at : http://www.jetir.org/papers/JETIR1901136.pdf