Bayesian Analysis for Estimation of Mediation Model in Identifying Major Impact and Bond Linkage among Customer Satisfaction, Loyalty and Behaviour Patronage Intention among Organized Retail Stores

In the world of global competitiveness, the retailers had to focus more specifically on to their marketing strategies in order to achieve greater satisfaction among their customers which in turn leads to customer loyalty. Here the researcher main objective is to find out the bond linkage and relationship between satisfaction and loyalty factors through their behavioural outcomes. Also for this research study the researcher had choosen and selected More Stores (Supermarkets) in Chennai City in the organized stores retail segment to carry out his extensive research and also he had done a descriptive research style by adopting an Probability Sampling Method and collected samples from 300 respondents. Finally researcher on going through analysis using SPSS and AMOS Software’s, it clearly reveals the close relationship and bond linkage among customer satisfaction, Loyalty and the success of these two can be revealed their positive behavioural outcomes towards the organized retail stores.