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Loyalty, Quality And Satisfaction In FMCG Retail Market: Does Loyalty In Retailing Exist?
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0002-3055-1108
Damanhour University, Egypt.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (English)In: Journal of Business & Financial Affairs, ISSN 2167-0234, Vol. 3, no 2, 122Article in journal (Refereed) 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.

 

Place, publisher, year, edition, pages
2014. Vol. 3, no 2, 122
Keyword [en]
Loyalty; Satisfaction; Quality 5Qs; Model; Retail market; Fast food
National Category
Economics and Business
Research subject
Economy
Identifiers
URN: urn:nbn:se:lnu:diva-42621DOI: 10.4172/2167-0234.1000122OAI: oai:DiVA.org:lnu-42621DiVA: diva2:805638
Available from: 2015-04-15 Created: 2015-04-15 Last updated: 2016-05-03Bibliographically approved

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CiteExportLink to record
Permanent link

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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