Effect of Store Attributes on Behavioural Loyalty of Loyalty Program Members:Evidence from Organized Apparel Stores

The objective of this study is to test the identified factors of store attributes in the context of retailing for Validity and Reliability, to confirm and test the measurement model developed to measure behavioural loyalty, and to test the De Wulf et al.'s (2001) Model of retailer-customer relationship exchange in the context of select organized apparel retailers. Initially qualitative study was conducted to identify appropriate variables measuring store attributes, behavioural loyalty, perceived relationship investment. Further, an empirical study among members of organized apparel retailers at Gulbarga and Bidar was carried-out. A total of 337 valid responses were obtained by administering structured questionnaire. Statistical tools i.e., Confirmatory Factor analysis, Structural equation modeling were employed for analysis. The five factors i.e., Store environment, merchandise, interpersonal communication, preferential treatment and post-transaction service were tested for validity and reliability. Secondly, the study attempted to confirm and test the measurement model using structural equation modeling. It was found that, all the five store attribute factors are measuring the perceived relationship investment leading to behavioural loyalty. Additionally, researcher may focus on identifying a diverse number of store attributes considering other type of retail formats.