The objective of the paper is study to the prevalent use of loyalty programs in superstore and the evidence about
the effectiveness of loyalty program has begun to accumulate recently. The study in this field is still underdeveloped and
there is a need to understand more where the whole picture has yet to emerge. This current research examines to identify
types of activities which are important to customer satisfaction and loyalty in supercenter. The conceptual model was
proposed in order to help identify the relationship among factors including promotion characteristics, store
characteristics, brand characteristics, category characteristics and everyday low price guarantee and their effects on
customer satisfaction and loyalty.