Abstract
To what extent are shoppers loyal to a single store? What are the factors that make for store loyalty? What is the key to increasing sales volume as competition between supermarkets in a trading area becomes more intense?
In this article, the author discusses the results of several recent studies of consumer shopping behavior, and describes the characteristics and relative importance of “loyal” and “disloyal” shoppers. He also suggests some courses of action that the supermarket operator can undertake to improve customer loyalty.
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