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Customer Loyalty - Specific Features Of Retail Activity In Bucharest

Author

Listed:
  • Iacob Cătoiu
  • Daniel Adrian Gârdan
  • Iuliana Petronela Geangu

Abstract

Altough the consumer behavior in the field of consumer goods industry represents a relatively common area of interest in nowadays scientific literature, their loyalty is part of a research area insufficiently studied at the level of Romanian market. Authors aim to investigate throughout a quantitative marketing research issues regarding customer's loyalty for a well-known supermarket chain in Bucharest. The findings may have a wide range of applicability, the identified variables and highlighted features could form the basis for substantiation of marketing strategies aimed for customer loyalty.Current customers in the specific urban environment of Bucharest show great sensitivity to offer, location, daily shopping basket, etc, while there are at the same time prerequisites for a loyal type behavior.

Suggested Citation

  • Iacob Cătoiu & Daniel Adrian Gârdan & 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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    File URL: http://oeconomica.uab.ro/upload/lucrari/1420121/25.pdf
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    References listed on IDEAS

    as
    1. Reinartz, Werner & Thomas, Jacquelyn S. & Bascoul, Ganaël, 2008. "Investigating cross-buying and customer loyalty," Journal of Interactive Marketing, Elsevier, vol. 22(1), pages 5-20.
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    More about this item

    Keywords

    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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