A Framework for Improving Customer Loyalty at Retailers in Jeddah City: A Case Study

Abstract

Customers are an integral part of any business; therefore, organizations have to build their customer loyalty in order to achieve long-term profitability. Supermarkets, in their efforts to achieve customer satisfaction, try to be more creative and engaged with their customers in order to get their loyalty. This study aims to explore the relationship between customer satisfaction and customer loyalty in supermarket retailers in Jeddah city, Saudi Arabia. In addition, factors affecting customer loyalty and customer loyalty programs are analyzed by conducting an empirical study. The results show the factors that encourage customer loyalty to a specific supermarket are the location of the supermarket, price, variety of products, promotion activities and membership, respectively.