| Modern retailers such as hypermarket/supermarket need to be more customer-oriented in order to survive in today’s competitive business world. As a result, the investigation of determinant factors of store loyalty becomes important issue for modern retailing players. This study suggests that consumers’ store loyalty in the modern retailing market (hypermarkets and supermarkets) is influenced by environmental factors (such as store image, store personnel). Using a model of stimulus-organismresponse (S-O-R), this research examines S-R relationship of store loyalty. S-O-R framework is derived from the existence literature and tested empirically based on Indonesian consumers’ experience. The stimuli for this study are store image, store personnel, satisfaction and culture factors. Affect, or the consumers’ liking to modern retailing stores, mediates the chosen environmental factors on consumer’s store loyalty. The findings showed that store image, store satisfaction and culture have significant positive relationship to store loyalty via affect. |