Customer Loyalty And Its Antecedents : With ICA Sverige as a Case

Abstract: Background: Within existing research it is stated that there are many benefits for companies to achieve loyal customers. However, there is disagreement on what customer loyalty is, and how managers can create long-term relationships between the customer and the company. Based on existing research, the authors of this paper has regarded brand loyalty, store loyalty and service loyalty as antecedents of customer loyalty, however, the relationship between these antecedents and customer loyalty has never previously been tested in one single study. Purpose: The purpose of this study was to describe the relationship concerning Brand, Store-, and Service loyalty, towards the concept of Customer loyalty. Methodology: This research was carried out as a quantitative study, using a cross- sectional approach. A survey questionnaire was created and data was collected from a sample of 163 respondents, in which 158 were used. This data was later analyzed using SPSS to ensure validity and reliability, as well as testing the hypotheses developed for this study. Findings: The findings of this paper indicates that brand loyalty, store loyalty and service service loyalty all have a significant positive correlation with customer loyalty. Furthermore, it was found that gender did have an effect on brand loyalty as the results indicated that there is no significant correlation between brand loyalty and customer loyalty among male, however there is a significant correlation for females. It was also found that females had a higher level of customer loyalty in the case of this study.