The main purpose of this study was to analyze the conditional effect of loyalty schemes on relationship between Store perceived quality and Store brand choice. Explanatory research design and systematic interval was used to select every 10th respondent from a sample size of 384. Data collected were analyzed using correlation and hierarchical regression analysis. The findings of this study shows that store perceived quality, and loyalty schemes has a positive and direct significant effect on store choice in Kenya. The result further indicates that loyalty schemes have a conditional effect on the relationship between store-perceived quality and store choice.
Download