Abstract

In the cutthroat UK retail market convenience stores like One Stop especially need strong customer loyalty and retention to be successful. The research examines primary factors driving customer loyalty and retention at One Stop convenience stores located in both urban and rural areas. The research team utilized quantitative methods to gather data from 35 participants using structured questionnaires. Research indicates strong customer loyalty to One Stop convenience stores depends heavily on the quality of customer service together with diverse product offerings and competitive pricing and accessible store locations. Customer service stood out as the most powerful driver of loyalty which validated the importance of positive consumer experiences in developing customer allegiance. The findings show younger customers under 35 years old exhibit higher loyalty levels than older customers while women visit One Stop stores more frequently than men. Higher-income consumers demonstrate stronger brand allegiance as income levels influence customer loyalty. The research identifies contrasting loyalty drivers for rural versus urban markets because urban consumers value brand prestige and service reliability while rural consumers emphasize cost-effectiveness and product reach. One Stop evaluated its customer retention strategies finding that urban customers preferred loyalty programmes while rural customers responded better to promotional discounts. Research reveals an emotional disconnect in customer engagement which requires personalized approaches to build durable customer relationships. Retailers can utilize these insights to boost customer retention rates while refining service delivery and marketing approaches for different consumer groups to gain a competitive edge in the UK convenience store market.