This research examines the impact of building customer loyalty as a means for sustaining continuous organisation growth in the highly competitive UK market. The research presents the results of a study undertaken in Sports Direct Unit 6 Chester. The study examined the antecedent factors of customer satisfaction and customer relationship management in the bid to understand the concept of loyalty. From the study, it was concluded that customer satisfaction is an important necessity to generate customer loyalty. It was also noted that service quality is an integral part of customer satisfaction that cannot be overlooked. The study also identified the importance of effective complaint handling as it helps shapes overall satisfaction and in turn affect customer loyalty. The second antecedent- CRM was critically looked into. The study found out that the image of the organisation plays a role in forming customers’ perceptions about the organisation. The use of database marketing and loyalty schemes were also considered in the research. Overall, the quantitative and qualitative data collected reveals that customer satisfaction and customer relationship management both contribute to customer loyalty. It was also noted that although both antecedents were important, they are not solely responsible for generating loyalty from customers. The study therefore agreed with other previous researches that customer loyalty is not as simple as it sound. It involves coordinating many antecedents to make it worthwhile for both the organisation and the customers. However, it was noted that as complicated as it seem, building a loyal customer base is worthwhile for organisations to survive in the fierce competition emerging everyday in the UK retail market.
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