P/M/736. Dissertation. Drivers of customer loyalty: role of value and brand image

The dissertation investigates the mechanisms of customer loyalty discussing the value of the store image, purchase intentions, etc. Literature is reviewed on the concept of customer equity, brand equity, value equity, retention equity, customer satisfaction, the features of the retail industry, etc. An empirical study is conducted among people shopping for clothes in Oxford Street, London, to determine whether value is more important than the brand/store image in determining customer loyalty. Secondary data analysis is combined with the primary data collection (through interviews, questionnaires and surveys) and interpretation; quantitative and qualitative research methods are used. Conclusions are made about different roles of brand equity and value equity in shaping the loyalty of customers.