engleski

Drivers of customer loyalty in footwear retail

The purpose of this paper is to explore attitude towards specific Croatian shoes and accessories retail chain as well as assess the hypothetical loyalty program. This study identifies the drivers of customer loyalty which are more relevant to customers in the footwear retail setting. Primary research was conducted on the sample of 150 Croatian consumers through an online questionnaire. Research results emphasize the importance of the possible ways of payments and general store appearance as the most important store attributes affecting customer satisfaction. On the other hand, location and diverse products brand offer are perceived as the general factors that affect customer satisfaction. The findings highlight high price sensitivity of Croatian consumers and higher positive perception towards retailers that offer deeper and more frequent price discounts. Further on, the study reveals the justification of the introduction of hypothetical loyalty program and the most important factors which affect customer loyalty.

customer loyalty; loyalty program; footwear retail; survey research; Croatia

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