The Impact of Loyalty to the Reaction of Consumers in Situation of Lack of Supplies
Uticaj lojalnosti na reakcije potrošača u situacijama nedostatka zaliha
Abstract
In the conditions of growing competition, retail companies seek to minimize the efforts of consumers in the purchase process. In addition to the affordable price offer, one of the main demands placed upon them refers to the provision of adequate levels of product availability. However, the out-of-stock still remains one of the most common problems, not only for consumers, but for retailers and their suppliers, as well. As effects of this problem primarily depend on consumer reactions, special attention is dedicated to the factors that affect them. In this regard, in the article the emphasis is on the impact of loyalty on two groups of consumers’ reactions in OOS situations. The results have shown that this factor has a positive impact on consumers’ decisions to realize the purchase, despite the unavailability of the desired product. Therefore, in order to reduce the negative effects of the out-of-stock problem, retail companies need to focus on customer loyalty, factors that influence it and the effects that it produces.
Apstrakt
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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