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A Project Report Under The Guidance Of: Submitted by

This document appears to be a project report for an MBA degree in retail management. It includes acknowledgments thanking those who provided guidance and support. It also includes a bonafide certificate confirming the project work. The executive summary outlines the purpose of examining customer loyalty, sustainers and vulnerabilities that influence loyalty levels. It discusses a two-stage study involving a survey and examining how differing loyalty levels are impacted. Key findings note the importance of understanding mediating effects and using differentiated approaches to develop and manage customer loyalty based on reciprocity and recognition of what customers value. The table of contents provides an outline of the report chapters including introductions, literature review, research methodology, company profile analysis, data analysis and conclusions.

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Rohit Shrivastav
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42 views5 pages

A Project Report Under The Guidance Of: Submitted by

This document appears to be a project report for an MBA degree in retail management. It includes acknowledgments thanking those who provided guidance and support. It also includes a bonafide certificate confirming the project work. The executive summary outlines the purpose of examining customer loyalty, sustainers and vulnerabilities that influence loyalty levels. It discusses a two-stage study involving a survey and examining how differing loyalty levels are impacted. Key findings note the importance of understanding mediating effects and using differentiated approaches to develop and manage customer loyalty based on reciprocity and recognition of what customers value. The table of contents provides an outline of the report chapters including introductions, literature review, research methodology, company profile analysis, data analysis and conclusions.

Uploaded by

Rohit Shrivastav
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOC, PDF, TXT or read online on Scribd
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A PROJECT REPORT Under the guidance Of

______________________________
Submitted by

______________________________
in partial fulfillment o f the requirement for the award of the degree

Of

MBA
IN

Retail Management

Acknowledgment
I have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them. I am highly indebted to Management Department of Future Group, Pantallon Group and Reliance Group for their guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing the project. I would like to express my gratitude towards my teachers of the commerce department for their kind co-operation and encouragement which help me in completion of this project. I would like to express my special gratitude and thanks to industry persons for giving me such attention and time. My thanks and appreciations also go to my colleague in developing the project and people who have willingly helped me out with their abilities.

BONAFIDE CERTIFICATE
Certified that this project report titled Retail Sector in India is the bonafied work of name .. who carried out the project under my supervision.

SIGNATURE HEAD OF THE DEPARTMENT <Department> <<Full address of the Dept & College >>

SIGNATURE FACULTY IN CHARGE <Academic Designation> <Department> <Full address of the Dept & College

EXECUTIVE SUMMARY

Purpose The purpose of this paper is to focus on establishing individuals' levels of loyalty and what sustains and develops their customer loyalty. This paper recognizes the importance customer loyalty has for many competitive organizations and industries. However there has been less focus on what value customers attach to customer loyalty in this context. Design/methodology/approach A two-stage study is presented, establishing individual levels of loyalty and then identifying the role of mediating effects in loyalty development. The first stage involved a postal survey, including a 28-item scale, designed to measure customer loyalty, and its sustainers and vulnerabilities (mediating effects). The second stage, and the main focus of this paper, uses scores from the loyalty scale (high, medium and low levels of loyalty) to examine what sustains and develops loyalty amongst differing levels of development . Findings The findings highlight the importance of identifying, understanding and managing mediating effects, in the context of loyalty development. The research emphasizes the importance of a differentiated approach to developing and managing customer loyalty by appropriately rewarding customers at different levels. The findings highlight the need to acknowledge the importance of reciprocity in terms of which aspects of service customers value. Originality/value The main contribution of this paper is that it uniquely identifies an approach to understanding the sustaining and vulnerability effects mediating customer loyalty development going beyond previous categorization attempts. Understanding this approach should lead to effective customer loyalty management and greater awareness of managing recognition, reciprocity and rewards.

TABLEOF CONTENTS
CHAPTER NO. 1 1.1 1.2 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 3 TITLE INTRODUCTION Retailers in India Retail in India REVIEW OF LITERATURE Objective of the study Abstracts and review of literature Research Methodology Review of concepts an theories Company Profile and analysis Work Done Data Analysis CONCLUSION BIBLIOGRAPHY QUESTIONNAIRE PAGE NO.

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