Abstract

Customer loyalty is among the factors that increase the competitive advantage of stores and raise its market share among the other stores. Nowadays, the issue of loyalty and customer loyalty is becoming a trend among all stores even the small stores and supermarkets that are found in the local provinces (Rajic & Dado, 2013). The current study aims at understanding the influence of the internal dimensions of the store on the customer loyalty between Sameh mall and Khalid mall. The variables which were taken into perspective were (product quality, product range, employees, physical evidence, and prices). The sample of the study contained customers who attended both stores; 350 individuals were selected to fulfill the questionnaire and 340 questionnaires were retrieved. The results of the study showed that the price was the most influential factor that influences the loyalty of the customer for the benefit of Sameh Mall.

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