CONSUMER LOYALTY IN RETAILING
Abstract
Loyal consumers are partner enterprises and they represent stable source of income. Companies are more interested in maintaining the existing consumers, rather than attracting the newones, because loyal consumers are the most valuable asset. The aim of this article is to develop an integrative conceptual framework for creating and maintaining consumer loyalty, and ,at the same time, to be based on a thorough review of the relevant literature and the current market situation . In this context, empirical research was carried out by using the survey method on a random sample of 165 respondents. Based on the research conducted, important factors that influence consumer loyalty were identified.
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