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Loyalty, Quality And Satisfaction In FMCG Retail Market: Does Loyalty In Retailing Exist?
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).ORCID-id: 0000-0002-3055-1108
Damanhour University, Egypt.
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
2014 (Engelska)Ingår i: Journal of Business & Financial Affairs, ISSN 2167-0234, Vol. 3, nr 2, artikel-id 122Artikel i tidskrift (Refereegranskat) Published
Abstract [en]

This study aims toidentify and analyse how customers are experiencing quality, loyalty and satisfaction in the Fast moving consumer goods (FMCG) retail market. The 5Qs model which includes economical and behavioural attributes is used. A research based on 200 respondents is used to identify differences between various 5Qs attributions. It shows that satisfaction does not automatically lead to loyalty. The price is a ruling attribute that makes the customer chase discounts, no matter who provides it. Results show that both psychological and economical attributions influence customers� loyalty. The study reveals that organizations have the fantasy that their customers are totally loyal. This is a dichotomous thought because, the customers did not restrict their loyalty to a few organizations, but they are loyal to those organizations which provide them better offers. Independent variable satisfaction correlates substantially with dependent variable loyalty (.570). Holding a membership card which can indicate a commitment attitude was not significant to the loyalty or satisfaction. Thus, the organizations should understand that disloyalty within varying degrees is a reality and a necessary evil.

 

Ort, förlag, år, upplaga, sidor
2014. Vol. 3, nr 2, artikel-id 122
Nyckelord [en]
Loyalty; Satisfaction; Quality 5Qs; Model; Retail market; Fast food
Nationell ämneskategori
Ekonomi och näringsliv
Forskningsämne
Ekonomi
Identifikatorer
URN: urn:nbn:se:lnu:diva-42621DOI: 10.4172/2167-0234.1000122OAI: oai:DiVA.org:lnu-42621DiVA, id: diva2:805638
Tillgänglig från: 2015-04-15 Skapad: 2015-04-15 Senast uppdaterad: 2016-05-03Bibliografiskt granskad

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Zineldin, Mosad

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