ENHANCING CUSTOMER LOYALTY IN RETAIL: ANALYSIS OF SERVICE QUALITY, BRAND PERCEPTION, AND CUSTOMER EXPERIENCE DYNAMICS

Abstract

This research investigates the factors that determine client loyalty in the retail industry, with a particular emphasis on the role that service quality, corporate image, and customer experience play in maintaining customer loyalty. Using techniques such as confirmatory factor analysis, discriminant validity testing, and hypothesis testing, the research investigates the connections that exist between the aforementioned constructs and customer loyalty. According to the findings, there are considerable beneficial benefits of service quality, corporate image, and customer experience on customer loyalty. These findings underscore the critically important roles that these factors play in the development of long-term connections with customers. By giving empirical evidence of the multidimensional character of factors that influence consumer loyalty in the context of retail, the study makes a contribution to the current body of knowledge. As a result of the practical ramifications, it is recommended that retailers emphasize efforts in improving service quality, constructing a positive brand image, and providing great customer experiences in order to increase customer loyalty and happiness.