lnu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Does Loyalty Exist Within the Swedish FMCG Sector?
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.ORCID iD: 0000-0002-3055-1108
2012 (English)In: ISO, TQM, Medicla Tourism & Pateint Safety Best Practice / [ed] Sameul Ho, Mosad Zineldin and Martin Amsteus, HKBC and Linneaus University , 2012, 44-60 p.Conference paper, Published paper (Refereed)
Abstract [en]

This explanative  study aims to examine how relationship-marketing strategies can enhance companies’ effectiveness and the quality factors that encourage long-term relationship in the FMCG retail market. The purpose of the study is to examine and develop a better understanding of the relationship between quality, customer relationship management, customer loyalty and satisfaction. The 5Qs model will be applied in order to see if there are any critical quality factors that encourage long-term relationship.

A quantitative research based on 200 respondents is used to identify differences between various 5Qs variables and to explain different relationship between them. This study shows that satisfaction does not automatically lead to loyalty and RM does not create loyalty, which also indicates that RM is not effective within the FMCG market. The price is a ruling factor that makes the customer chase discounts, no matter who provides it.

The study recommend FMCG retailers to implement more effective RM strategies in order to assure the possibility to reap the benefits from satisfied and loyal customers. Therefore, the study raise the question if price is the new customer loyalty program within the FMCG market?

Place, publisher, year, edition, pages
HKBC and Linneaus University , 2012. 44-60 p.
Keyword [en]
Loyalty, Satisfaction, Quality, 5Qs model
National Category
Economics and Business
Research subject
Economy, Business administration
Identifiers
URN: urn:nbn:se:lnu:diva-22888OAI: oai:DiVA.org:lnu-22888DiVA: diva2:576843
Conference
8th C&C International Conference
Available from: 2012-12-13 Created: 2012-12-13 Last updated: 2016-05-03Bibliographically approved

Open Access in DiVA

No full text

Authority records BETA

Zineldin, Mosad

Search in DiVA

By author/editor
Zineldin, Mosad
By organisation
Linnaeus School of Business and Economics
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 137 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf