Perceptive Factors Influencing the Effectiveness of Customer Loyalty through Satisfaction in the Evolving Supermarkets of Bangladesh

Abstract

The limited research conducted on the emerging supermarkets of Bangladesh motivates this study to make supermarkets more profitable, attractive and dynamic. This paper aims to investigate the influence of perceptive factors to attract and create loyal customers for the emerging supermarkets of Bangladesh. Data has been collected from 360 valid supermarket consumers by self-administered and random sampling questionnaires using 5 points Likert scale surveying three selected emerging and major supermarkets of Bangladesh. Exploratory factor analysis (EFA), Confirmatory Factor Analysis (CFA), and Statistical Equation Modeling (SEM) has been utilised as statistical tools to analyse the data and to confirm the Hypothesised Model using AMOS. The research finds that Hedonic and Utilitarian Gratification has a significant role in influencing the effectiveness of Customer Loyalty through Satisfaction in the supermarkets of Bangladesh. This research will provide supermarket entrepreneurs with a solid understanding of formulating potent plans to attract and retain more customers, keep them loyal, and increase profit.