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2014, vol. 45, br. 4, str. 282-289
Uticaj lojalnosti na reakcije potrošača u situacijama nedostatka zaliha
Univerzitet u Novom Sadu, Ekonomski fakultet, Subotica

e-adresaznikor@ef.uns.ac.rs
Ključne reči: nedostatak zaliha; reakcije potrošača; lojalnost; maloprodajni objekat
Sažetak
U uslovima sve izraženije konkurencije, maloprodajna preduzeća nastoje da minimiziraju napore potrošača u procesu kupovine. Pored cenovno pristupačne ponude, jedan od osnovnih zahteva koji se stavlja pred njih, odnosi se na obezbeđivanje adekvatnog nivoa dostupnosti proizvoda. Međutim, i pored toga, nedostatak zaliha i dalje ostaje jedan od najčešćih problema, ne samo potrošača, već i maloprodavaca i njihovih dobavljača. Kako su efekti ovog problema u velikoj meri uslovljeni reakcijama potrošača, posebna pažnja se posvećuje faktorima koji na njih utiču. S tim u vezi, u radu se pažnja posvećuje istraživanju uticaja lojalnosti na dve grupe reakcija potrošača u situacijama nedostatka zaliha. Rezultati pokazuju da dati faktor pozitivno utiče na odluke potrošača da kupovinu, i pored nedostupnosti željenog proizvoda, obave u maloprodajnom objektu. Samim tim, u cilju smanjenja negativnih efekata problema nedostatka zaliha, maloprodajna preduzeća treba da se fokusiraju na lojalnost potrošača, faktore koji na nju utiču kao i efekte koje ona proizvodi.
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O članku

jezik rada: srpski
vrsta rada: prethodno saopštenje
DOI: 10.5937/markt1404282K
objavljen u SCIndeksu: 30.08.2015.

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