The Impact of Service Quality in Retail Trade Facilities on Customer Loyalty
Uticaj elemenata kvaliteta usluga u maloprodajnim trgovinskim objektima na lojalnost potrošača
Abstract
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 achievinggreat 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.
Apstrakt
Koncept „kvalitet usluga u maloprodaji“ tokom poslednjih decenija zauzima značajno mesto u literaturi marketing usluga. U maloprodajnoj industriji vlada jaka konkurencija s obzirom na veliki broj preduzeća koja posluju na tom tržištu. Obezbeđivanje usluga visokog kvaliteta se smatra osnovnom strategijom za sticanje konkurentske prednosti u ovoj industriji. Visokokvalitetne usluge vode ka većoj vrednosti za potrošača, što obezbeđuje veću lojalnost određenom maloprodajnom trgovinskom objektu. Cilj ovog rada je da ukaže na međuzavisnost između elemenata kvaliteta usluga i lojalnosti potrošača, koristeći odgovarajuće statističke metode. Vlasnici maloprodajnih trgovinskih objekata to mogu iskoristiti za kreiranje poslovnih strategija za uspešno poslovanje na ovom tržištu. Istraživanje se zasniva na upitniku koji je elektronskim putem popunilo 179 ispitanika. Rezultati istraživanja ukazuju da svi identifikovani elemente kvaliteta usluga utiču na lojalnost potrošača u maloprodajnim trgovinskim objektima, a da najznačajniji uticaj na lojalnost imaju kvalitet odnosa sa potrošačima i cene proizvoda i usluga.
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