The association of service quality, customer value, corporate image and customer loyality of generation Y. an implementation of SOR model in the context of superstore

The purpose of this research is to as a result of fierce global competition, shoppers' loyalty to local stores is weakening across the world. This drop is most noticeable in Pakistan's supermarket retail sector. S.O.R. was used to create the conceptual model. The research is done with the involvement of 249 people, and the information has been examined using structural equation model (SEM). Participants who are the focus of this study include generation y people that actively purchase products from super retail stores in Pakistan. With the help of SPSS 22, we were able to filter out unusual responses and analyze the demographics of our sample. The information was collected using a non-probability sampling strategy. In compliance with the study's verdicts, service quality, customer value and corporate image has positive impact on customer loyalty. Moreover, service quality has a negative effect on corporate image. It's possible that more qualitative information is needed to completely evaluate the significance of the findings from this research. It is recommended that samples from various countries be collected and compared.