Specialty Store and Multi-Brand Store loyalty:An Indian consumer perspective

In the competitive era of retailing, retailers need to understand the importance of store format preferences.The study aimed to understand consumer store loyalty; in-depth interview was conducted toexamine consumer store loyalty antecedents for two retail formats: specialty stores and multi brandstores. The study conceptualizes store loyalty factors like program loyalty, trust and brand commitment.Trust and brand commitment act as mediating factors between store image and store loyaltyformats, and also between brand image and store loyalty formats. The findings highlight how consumerstore loyalty preference differ for these two formats.