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Customer Loyalty - Specific Features Of Retail Activity In Bucharest

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Author Info

  • Iacob Catoiu

    (Academy of Economic Studies Bucharest Romania)

  • Daniel Adrian Gardan

    (Spiru Haret University Romania)

  • Iuliana Petronela Geangu

    (Spiru Haret University Romania)

Abstract

Altough the consumer behavior in the field of consumer goods industryrepresents a relatively common area of interest in nowadays scientific literature, their loyaltyis part of a research area insufficiently studied at the level of Romanian market. Authors aimto investigate throughout a quantitative marketing research issues regarding customer‘sloyalty for a well-known supermarket chain in Bucharest.The findings may have a wide range of applicability, the identified variables and highlightedfeatures could form the basis for substantiation of marketing strategies aimed for customerloyalty.Current customers in the specific urban environment of Bucharest show greatsensitivity to offer, location, daily shopping basket, etc, while there are at the same timeprerequisites for a loyal type behavior.

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Bibliographic Info

Article provided by Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia in its journal Annales Universitatis Apulensis Series Oeconomica.

Volume (Year): 1 (2012)
Issue (Month): 14 ()
Pages: 25

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Handle: RePEc:alu:journl:v:1:y:2012:i:14:p:25

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Keywords: customer loyalty; retail chain; marketing strategies;

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