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Customer Loyalty - Specific Features Of Retail Activity In Bucharest


  • Iacob Catoiu

    (Academy of Economic Studies Bucharest Romania)

  • Daniel Adrian Gardan

    (Spiru Haret University Romania)

  • Iuliana Petronela Geangu

    (Spiru Haret University Romania)


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.

Suggested Citation

  • Iacob Catoiu & Daniel Adrian Gardan & Iuliana Petronela Geangu, 2012. "Customer Loyalty - Specific Features Of Retail Activity In Bucharest," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 1(14), pages 1-25.
  • Handle: RePEc:alu:journl:v:1:y:2012:i:14:p:25

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    More about this item


    customer loyalty; retail chain; marketing strategies;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis


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