CUSTOMER LOYALTY IN RETAIL
| Autor: | Jelčić, Sandra, Mabić, Mirela, Rezdeušek, Barbara |
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| Jazyk: | chorvatština |
| Rok vydání: | 2021 |
| Předmět: | |
| Zdroj: | Zbornik radova Ekonomskog fakulteta Sveučilišta u Mostaru Issue Posebno izdanje |
| ISSN: | 2712-1097 1840-3255 |
| Popis: | Maloprodaja u svijetu doživljava korjenite promjene. Nove tehnologije i internet mijenjaju krajolik maloprodaje. Kupci imaju nadohvat ruke trenutni pristup tisućama gotovo jednako uvjerljivih ponuda proizvoda i usluga. Pritom su u kontekstu evidentnih društvenih i gospodarskih promjenaočekivanja i moć kupaca dosad neviđeni i bez presedana. Na neprekidno promjenjivom, globaliziranom i zasićenom tržištu maloprodaje postaje sve veći izazov stvarati bazu lojalnih kupaca. Stoga se istraživanje lojalnosti kupaca u novom maloprodajnom okruženju može smatrati važnim preduvjetom za uspješno oblikovanje i provedbu maloprodajnih strategija. Svrha rada je ukazati na lojalnost kao izvor konkurentske prednosti, dati osvrt na konceptualizaciju lojalnosti te istražiti lojalnost kupaca u maloprodajnom okruženju(tržište hipermarketa F BiH) kroz prizmu socio-demografskih obilježja. Retail experiences radical change all over the world. New technologies and the internet are changing retail landscape with seismic waves. Within customers’ reach there is an instant access to thousands of almost equally persuasive offers of products and services. In doing so, expectations and customer power have not been seen so far and are unprecedented in the context of evident social and economic changes. Creating a base of loyal customers on continuously variable, globalised and saturated market has become increasingly challenging. Therefore, research on customer loyalty in new retail environment can be considered as an important precondition for successful creation and implementation of retail strategies. The purpose of this paper is to point out loyalty as source of competitive advantage, review conceptualisation of loyalty and research customer loyalty in retail (hypermarkets in FB&H) through the prism of socio-demographic characteristics. |
| Databáze: | OpenAIRE |
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