The impact of merchandise and service quality on customer loyalty in retail business: The case of Moroccan supermarket customers

This study investigates the complex relationships between the quality of merchandise and services and how they affect customer loyalty in the retail industry, with a special focus on customer experiences in Moroccan supermarkets. With the use of a questionnaire-based methodology, the study aims to clarify the variety of factors that impact and maintain customer loyalty. To obtain a thorough grasp of customer perceptions, attitudes, and behaviors, a representative sample of Moroccan supermarket customers will be given a structured questionnaire. Inquiries on the customer perspectives regarding the quality of merchandise and services as well as their satisfaction levels and the factors influencing their loyalty will be Included in the questionnaire. The study aims to provide insights that apply to the local retail environment and are relevant to the context by focusing on the unique marketplace circumstances of Moroccan supermarkets. The questionnaire will additionally investigate plausible moderating variables, including demographic and psychographic factors, to provide a more detailed comprehension of how these variables impact the correlation between merchandise and service quality and customer loyalty. It is expected that the research findings would have implications for retail managers, offering insights into areas where raising the caliber of merchandise and services might improve customer loyalty. Furthermore, in the context of Moroccan supermarket retail, the questionnaire-based methodology advances scientific understanding of the complicated relationships between quality factors and customer loyalty.