STRUCTURAL EQUATION MODELLING OF CONSUMER LOYALTY DRIVERS: AN AMOS-BASED STUDY FROM THE NCR REGION, INDIA

Abstract

The changing dynamics of consumer behaviour require strong modelling tools to confirm theoretical conceptions. This research used Structural Equation Modelling via AMOS software to investigate the interconnections of Social Status, Product Evaluation, Advertising Effectiveness, Promotional Strategies, and Customer Loyalty among customers in the NCR area of India. A survey approach was utilised, gathering responses using a questionnaire in the structured way which is assessed on a five-point Likert scale. Confirmatory Factor Analysis validated the measuring model's validity and reliability. The structural model exhibited a superior match (CFI = 0.96, RMSEA = 0.045), corroborating the proposed correlations. Research demonstrates that Social Status strongly affects Product Evaluation, but Advertising Effectiveness and Promotional Strategies enhance Customer Loyalty. Product Evaluation also facilitates the connection between Social Status and Loyalty. This study enhances the current literature by verifying a comprehensive consumer behaviour paradigm and illustrating the application of AMOS-based SEM in marketing research. The practical ramifications for brand managers and marketers focussing on aspirational consumers are examined.