Naslov
Impact of education, gender and age on consumer loyalty

Autori
Klopotan, Igor ; Buntak, Krešimir ; Drožđek, Ivana

Izvornik
International Journal for Quality Research (1800-6450) 8 (2014), 4; 481-494

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
marketing ; loyalty ; relational capital ; customer loyalty management ; quality management

Sažetak
In this paper theimportantparameters ofcustomer loyaltyandimpact of education, gender and age of the respondents will be tested. The study was conductedin the Republic of Croatia, as part of research relevant parameters of customer loyalty, loyal consumer behavior and the role of social networks in building and maintaining a loyal behavior. The concept of loyalty has a strong foothold in marketing theories and in theories of intellectual capital companies. Loyalty has been related to the management of intellectual capital, especially relational capital, as acomponent of intellectual capital. In terms of loyalty, series of key parameters that describe it or have an effect on it, and thus impacting thecompany's business appear.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA