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2020, vol. 51, iss. 2, pp. 121-130
The impact of service quality in retail trade facilities on customer loyalty
Visoka poslovna škola strukovnih studija, Novi Sad,,
Keywords: quality of services; retail; trade facilities; customers; loyalty
In recent decades, the concept of "quality of retail services" has occupied a significant place in the literature on marketing services. In the retail industry there is strong competition given the large number of businesses operating in that market.Therefore, providing high-quality services is considered to be a basic strategy for gaining competitive advantage in this industry. High-quality services lead to greater value for the consumer, which provides greater loyalty for a particular retail outlet. The aim of this paper is to point out the interdependence between the elements of service quality and consumer loyalty, using appropriate statistical methods. Retail outlets owners can use this to create business strategies for achieving great performance in this market. The survey was conducted electronically on a sample of 179 subjects. The survey results indicate that all identified elements of service quality affect consumer loyalty in retail outlets and that customer relationship and the prices of products and services have the most significant impact on loyalty.
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article language: Serbian
document type: Original Paper
DOI: 10.5937/markt2002121T
published in SCIndeks: 18/09/2020
peer review method: double-blind
Creative Commons License 4.0

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