Empirical Research on Customer Loyalty Towards Department Stores

Planning and implementing customer loyalty management strategy are important prerequisites for long-term interactive relationship between customers and large retailers. Successful strategy should provide comprehensive but differential services which could lead to customers' high commitment. By using standard analysis and empirical study, this research discovers that the variables such as gender, marital status, age, education and income can influence customer loyalty towards large department stores differently. Therefore, based on customer features, the authors suggest large department stores could raise customer loyalty by designing various marketing strategies according to different customer features.