KONCEPT LOJALNOSTI POTROŠAČA U MALOPRODAJI

Dragana Drinić; Marija Vranješ; Dragana Gašević

doi:10.5937/skolbiz2-7397

Dragana Drinić Visoka poslovna škola strukovnih studija, Novi Sad
Marija Vranješ Visoka poslovna škola strukovnih studija, Novi Sad
Dragana Gašević Visoka poslovna škola strukovnih studija, Novi Sad

DOI: https://doi.org/10.5937/skolbiz2-7397

Ključne reči: quality of services||, ||kvalitet usluga, retail||, ||maloprodaja, consumer loyalty||, ||lojalnost potrošača,

Sažetak

Lojalni potrošači su partneri preduzeća i predstavljaju stabilan izvor prihoda. Preduzeća su više usmerena ka zadržavanju postojećih, nego ka privlačenju novih potrošača, jer lojalni potrošači predstavljaju najvredniju imovinu preduzeća. Cilj ovog članka je da se razvije integrativni konceptualni okvir za stvaranje i održavanje lojalnosti potrošača, uz istovremeno baziranje na detaljnom pregledu bitne literature i realnosti na tržištu. U tom kontekstu, izvršeno je empirijsko istraživanje primenom anketnog metoda na slučajnom uzorku od 165 ispitanika. Na osnovu istraživanja koje je sprovedeno identifikovani su značajni faktori koji utiču na lojalnost potrošača.

Biografije autora

Dragana Drinić, Visoka poslovna škola strukovnih studija, Novi Sad

Asistent u nastavi

Marija Vranješ, Visoka poslovna škola strukovnih studija, Novi Sad

Asistent u nastavi

Dragana Gašević, Visoka poslovna škola strukovnih studija, Novi Sad

Saradnik u nastavi

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