Unearthing the Liaison Amid Customer Satisfaction and Loyalty in Branded Apparel Retail Stores: A SEM Statistical Approach

The present study focused on identifying and analyzing the factors that contributed to customer satisfaction and loyalty, as well as examining the linkage between them in apparel retail outlets. Employing a hypothesis-testing research design, the study surveyed 500 customers from select apparel retail outlets across major and satellite cities of the NCR, using a combination of quota and purposive sampling. Data were collected through a structured questionnaire, primarily via the in-store intercept method, and analyzed using Structural Equation Modeling (SEM). The findings revealed a positive relationship between customer satisfaction and loyalty, providing valuable insights for apparel retailers. Understanding the factors that drove satisfaction and loyalty allowed retailers to develop and refine strategies that enhanced customer experiences, ultimately enabling stores to gain a competitive advantage by offering the right combination of factors that fostered both satisfaction and loyalty.