Building store loyalty through employee focus

Date of publication: October 26, 2003


Can an inward focus on building employee loyalty increase customer loyalty? Based on key research findings, this paper attempts to track the specific initiatives taken by India's largest lifestyle retail chain, Shoppers' Stop, and traces the impact of these initiatives on the store's business performance and customer loyalty.The results have been derived from employee and customer loyalty research conducted across nine stores (six cities) in May 2002 (customer loyalty survey), August 2002 (baseline employee loyalty survey), December 2002 (customer loyalty and employee loyalty surveys) and May-June 2003 (customer loyalty survey).

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