Determinante lojalnosti potrošača malih i srednjih preduzeća: ispitivanje značaja kvaliteta usluga, satisfakcije i poverenja
Sažetak
Cilj ovog rada je predložiti i empirijski ispitati model lojalnosti potrošača malih i srednjih preduzeća (MSP). Istraživanje se zasniva na odnosima između kvaliteta usluga, satisfakcije i lojalnosti koji su ustanovljeni u prethodnim istraživanjima i predstavlja proširenje postojećih modela uključivanjem koncepta poverenje. Odnosi između latentnih koncepata ispitivani su simultano, na uzorku potrošača malih i srednjih preduzeća, primenom modelovanja pomoću strukturnih jednačina (SEM), korišćenjem metoda maksimalne verodostojnosti za ocenu parametara modela. Rezultati istraživanja ukazuju na to da je satisfakcija ključna direktna determinanta lojalnosti, a sledi je poverenje, dok je uticaj kvaliteta usluga posredovan putem satisfakcije i poverenja. U radu su razmotrene implikacije istraživanja i istaknute smernice za buduća istraživanja.
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