Naslov
Drivers of customer loyalty in footwear retail

Autori
Petljak, Kristina ; Štulec, Ivana ; Bunjan, Jelena

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of The International Scientific Conference "Trade Perspectives 2016: Safety, security, privacy and loyalty" / Knego, Nikola ; Renko, Sanda ; Knežević, Blaženka - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2016, 172-184

ISBN
978-953-346-035-2

Skup
International Scientific Conference "Trade Perspectives 2016: Safety, security, privacy and loyalty

Mjesto i datum
Zagreb, Hrvatska, 23.11.2016. - 24.11.2016

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

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

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA