Customer Brand Loyalty towards Corporate Retail Store - [A case study of Big Bazaar retail store in Bangalore city]

Abstract

Brand loyalty is the consumer's emotionally-charged decision to purchase a specific brand again and again. Recent studies focused on loyalty concept in goods as well as services sector. Of late brand loyalty is receiving a great deal of attention in corporate retailing sector. So there is a need for introducing comprehensive brand loyalty model for this retail sector. The present study is taken up with an objective to measure the opinion on the antecedents of brand loyalty such as product quality, price, purchase decision, perceived quality, store environment and design; to assess the customer satisfaction; and to suggest specific steps to improve brand loyalty towards Big Bazaar in Bangalore city is chosen through the judgment sampling method, and 100 samples are considered to pool up the opinions by convenience sampling through a well structured questionnaire. The survey results depicted that brand loyalty towards Big Bazaar is positive and all the six antecedents have the significant effect on customer satisfaction as customer satisfaction is positively associated with brand loyalty. So, it is important for a marketing manager to introduce innovative customer loyalty programs for protecting the customers' base line for Big Bazaar in Bangalore city.