Impact of Customer’s Religious Commitment & Self-Image Congruity on Store level Commitment

The present study makes an attempt to explore the impact of religion on customer’s store level commitment. In this study an integrated model is proposed which studies the impact of religiosity, self-image congruence on store level commitment. Data is collected using structured questionnaires and scenarios. Quantitative data analysis technique was employed. Results of the study indicate that consumer religious commitment significantly influences store loyalty. furthermore results also indicate that selfimage congruence (self & retail store) affects customers’ satisfaction levels and store level loyalty. Overall, this research advances the understanding of customers’ store level loyalty by offering important managerial implications.