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Customer loyalty in rural grocery stores: - a comparative study of Swedish and Spanish customers
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).ORCID-id: 0000-0003-1611-5155
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
2013 (Engelska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Purpose – The purpose of this research was to explain the determiners that influence customer loyalty in rural grocery stores with a comparison of Sweden and Spain.

Design/methodology/approach – This is a quantitative research using a multi-cross sectional design with an explanatory approach. The data was collected with a questionnaire survey that was distributed using a face-to-face and online method.

Findings – The findings of the research revealed significant support for customer perceived value, satisfaction, trust and commitment to influence customer loyalty. The research also confirms that there are differences in customer loyalty regarding rural grocery stores between Sweden and Spain.

Research limitations/implications – This thesis extend previous research by testing an adapted conceptual model of customer loyalty in a context of rural grocery stores and explain the determiners of customer loyalty in Sweden and Spain. The limitations of the research are discussed and directions for future research areas are suggested.

Practical implications – The study provides rural retailers with suggestions for marketing strategies related to the determiners (i.e. customer perceived value, satisfaction, trust and commitment) that might influence customer loyalty and attract the rural customers.

Originality/value – This research adds to the current stream of rural research by investigating how customer loyalty can enhance profitability. This research has originality since it makes a comparison of two countries, which can be of great interest and inspiration for how to maintain and develop rural grocery stores. Lastly, the research is significant as it provides implications to rural retailers as well as Provincial Governments. 

Ort, förlag, år, upplaga, sidor
2013. , s. 78
Nyckelord [en]
customer loyalty, customer satisfaction, trust, commitment, perceived value
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:lnu:diva-26316OAI: oai:DiVA.org:lnu-26316DiVA, id: diva2:628076
Externt samarbete
Länsstyrelsen i Kronobergs Län
Ämne / kurs
Företagsekonomi - Marknadsföring
Presentation
(Engelska)
Handledare
Examinatorer
Tillgänglig från: 2013-06-13 Skapad: 2013-06-11 Senast uppdaterad: 2013-06-13Bibliografiskt granskad

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Basmanji, Jacqueline SarahRodriguez Molina, Angelica
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Institutionen för marknadsföring (MF)
Företagsekonomi

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