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In recent years, farmers’ markets have become one of the most popular places for alimentary shopping. People searching for the alternative and healthier products often choose farmers’ markets instead of shopping centres. However, farmers’ markets face the same or even tougher competition as the conventional shopping places: farmers not only compete with powerful shopping chains, they have to compete among each other for every single customer. Therefore, customer loyalty becomes inevitable in this industry. Knowing the factors that lead customers to switch to another vendor becomes very important for consumer retention. The aim of the research is to determine the factors influencing customer switching behaviour in farmers’ markets in Lithuania. Achieving to reach the aim, the research was provided in stages: 1) the expert evaluation was provided to determine the factors influencing customer switching behavior that would be relevant to the industry; 2) questionnaire survey regarding latter factors was provided; 3) the influence of the factors on customer switching behavior regarding the different states of customer loyalty was assessed. |
