Store loyal? A view of “differential congruence”

Argues against the belief that the goal of “differential congruence” is critical to the achievement of store loyalty, and thereby to the success of retail business. This requires the consumer′s self‐image and the consumer′s image of the store to be as similar as possible. Suggests that such a focus may have potentially damaging effects. Studies variables which contribute to image and compares them with a range of other product‐related variables to identify which might have the greater impact on long‐term relationships. Discovers that image variables contribute relatively little to customers′ intention to return to the store. Identifies that a balanced approach, based on three key groups of variables, is more likely to deliver long‐term satisfaction to the customer and store loyalty to the retailer.