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- Title
ANALYZING THE ROLE OF THE MARKETING MIX IN CREATING CUSTOMER LOYALTY IN SUPERMARKETS.
- Authors
M., Šostar; C., Jupek; D., Huška
- Abstract
This study's objective is to identify how elements of the marketing mix contribute to fostering customer loyalty towards a shopping center or supermarket with the purpose to assist supermarkets in decision making process which is the main contribution of the research. This study delves into the marketing mix (product, price, distribution, promotion, people) utilized by shopping centers/supermarkets to attract customers and create enduring purchasing relationships through customer loyalty. A questionnaire was distributed to 400 respondents via social media. The method used in this study is defining hypothesis, conducting survey and tested the collected data through Cronbach's alpha coefficients, Spearman's correlation coefficient and Kruskal Wallis Test. This study provides essential insights into the mechanisms through which shopping centers/supermarkets can build and enhance customer loyalty. The research results show a strong influence of product quality, price, location, and promotional activities on creating customer loyalty, while the human factor (behavior of supermarket staff) is a less significant factor.
- Subjects
CUSTOMER loyalty; MARKETING mix; SUPERMARKETS; SHOPPING centers; CRONBACH'S alpha; GROCERY shopping; CONSUMER behavior
- Publication
Polish Journal of Management Studies, 2024, Vol 29, Issue 1, p302
- ISSN
2081-7452
- Publication type
Article
- DOI
10.17512/pjms.2024.29.1.18