Session

Management, Business and Economics

Description

Customer loyalty is at the core of human experience, which enables companies to gain competitive edge in currently tight markets. Customers aren’t always easy to please, and now more than ever, they look for satisfactory services.When customers know that their needs are paramount to company’s employees, returning to the retail is an easy decision. Satisfied customers are more likely to share their praise with others, thereby increasing the number of referrals the company receives.This article takes into account the theoretical review of customer loyalty and its benefits.

This article examines the applicability of customer’s loyalty over a supermarket chain in Kosovo, Viva Fresh. This paper applies quantitative research to one hundred Viva’s customers and analyzes were done with SPSS Statistics. The article concludes that customer satisfaction, switching cost and quality of products are main factors that affect customer loyalty in retail markets.

Keywords:

Customer Loyalty, Supermarkets, Current Customers

Session Chair

Nehat Ramadani

Session Co-Chair

Uragan Alija

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-437-59-2

First Page

83

Last Page

88

Location

Durres, Albania

Start Date

27-10-2017 4:45 PM

End Date

27-10-2017 6:15 PM

DOI

10.33107/ubt-ic.2017.246

Included in

Business Commons

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Oct 27th, 4:45 PM Oct 27th, 6:15 PM

Factors Affecting Customer Loyalty in Retail Chain in Kosovo

Durres, Albania

Customer loyalty is at the core of human experience, which enables companies to gain competitive edge in currently tight markets. Customers aren’t always easy to please, and now more than ever, they look for satisfactory services.When customers know that their needs are paramount to company’s employees, returning to the retail is an easy decision. Satisfied customers are more likely to share their praise with others, thereby increasing the number of referrals the company receives.This article takes into account the theoretical review of customer loyalty and its benefits.

This article examines the applicability of customer’s loyalty over a supermarket chain in Kosovo, Viva Fresh. This paper applies quantitative research to one hundred Viva’s customers and analyzes were done with SPSS Statistics. The article concludes that customer satisfaction, switching cost and quality of products are main factors that affect customer loyalty in retail markets.