This dissertation examined the antecedents of customer loyalty at two retailers. In so doing, it highlighted the level of loyalty that customers had towards two retailers across a wide range of measures. However, it was unable to directly answer the research aim because of a lack of inferential statistical analysis. As such, future research would benefit from a larger sample size and increased number of retailers. Nonetheless, the study proved useful in highlighting the main antecedents of customer loyalty that retailers should be concerned with.
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