engleski

Customer decisions and loyalty in retail market

This paper focuses on the analysis of the impact of certain elements of the marketing mix of retail, as key factors in the decision making of customers. The concept of successful marketing mix includes decisions related to: target market, product range and its procurement, service and store ambiance, price, promotion and location of retailers. The authors examine the impact of most of these factors on customers in making their decisions in retail, as well as their possible impact on customer loyalty in highly competitive Croatian retail market. The paper explores the meaning of loyalty in the context of growth and business performance of retail companies, as well as the importance of loyal customers for the survival of every retail company doing business on the global market. Paper attempts to determine the factors that influence the satisfaction and loyalty of customers in the Croatian retail market. Moreover, paper tries to answer the question of how to build loyal customers and to attract and keep them in the retail market in Croatia.

customer choice, Croatian retail market, FMCG, loyalty, global competition

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