As stated in the literature review, there are several specific factors positively affecting customer loyalty in the mobile phone market brand name, usability, interactivity, the model of the mobile phone, mobile applications or style. This must be taken into account if a company operating in the mobile phone market wants to create a loyal customer base. Furthermore, it should be noted that there are also factors that can negatively affect customer loyalty. Said revealed that customer loyalty has a negative sta- tistically significant correlation with perceived price.
Surprisingly sometimes, even though the price is increasing, consumers are going to buy the brand. In this case, the increasing price supports cus- tomer loyalty. Said claims that a specific group of customers who are loyal to the brand of a product are willing to buy the product regardless of the increasing price of the product.
Therefore, the investigation of the price in a specific market is another essential factor influencing negatively or positively customer loyalty. This article focuses only on the relationship between the proposed factors and customer loyalty. References 1. Agrawal, D. Marketing Science, 15 1 , Ali, R. International Journal of Learning and Development, 4 2 , Athanasopoulou, P.
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The study conducted by Garcia-Fernandez, Galvez-Ruiz, Fernandez-Gavira, and Velezcolon has shown that both product quality and service quality are key requirements for retaining existing customers in the global retail industry.
The study conducted by Worku has identified socioeconomic factors that affect sustainable profitability in small, micro and medium-sized enterprises SMMEs operating in Gauteng Province, South Africa.
The authors have found that the profitability of SMMEs is significantly influenced by the level of entrepreneurial skills, access to finance needed for business operation, level of education, and the ability to order large volumes of merchandise from wholesale distributors on credit.
Objective of the study The aim of the study is to identify socioeconomic factors that affect customer loyalty in small, micro and medium-sized enterprises operated by migrant retailers working in the retail industry of Pretoria West.
Customer brand engagement is the level of marketplace. The psychological factors influencing con- Kumar, John, and Senith have shown that sumer behavior include attitude, learning, and customer loyalty to brands depends upon the perception. Ye, Siong Choy, and Wendy-Ming-Yen ability of retailers to provide cost-effective, qual- define customer satisfaction as the process ity and reliable goods and services to customers whereby a product satisfies customers or how the at all times efficiently.
Shahsavar and Sudzina , p. Kim has pointed out buy a product or service of interest repeatedly. The author adds that consumer-buying habits vals.
Sohail sumers. Ghochani and Zadeh have shown and Al-Gwaiz have shown that the behav- that marketers cannot control all factors that af- ior of consumers towards promotion is dependent fect consumer behavior, and that an in-depth upon the techniques used for promotion and the knowledge of such factors can enable them to credibility of the agency that conducts promotion.
Learning affects and accessibility match all affect consumer pref- the behaviour of the customer positively in cases erence. The authors point out that there are three where the customer experiences a desirable new fundamental categories of decision-making styles. This phe- These are consumer typology, psychographic and nomenon is psychological in nature and affects lifestyle approach, and the consumer characteris- consumer behaviour.
Poynor and Wood tic approach. Untruthful or distorted subcategories ty over time and is a process that directly affects or adverts often mislead customers. Attitude is a mental process by which an individual orients Shahsavar and Sudzina explain that the future behavior based on past experience, past most important factors in building and directing information, perception held by consumers, and consumer relationships are consumer value and assumptions, beliefs and feelings about a particu- consumer satisfaction.
The ability of service pro- lar object. Attitude has cognitive, affective and viders and retailers to utilize appropriate custom- conative components. The cognitive aspect of at- er relationship management strategies is a key re- titude results from accumulated information on quirement for ensuring customer satisfaction and a particular object under review by an individu- loyalty at the marketplace.
In this regard, the key al, whereas the affective aspect of attitude results indicator is the ability of service providers and re- from the feelings about the object under evalua- tailers to identify quality and cost-related factors tion.
The conative aspect of attitude results from that are of a particular interest to their customers. Attitude can be learned and be vals and competitors. Understanding the vice provider. The degree of loyalty depends upon attitudes of potential customers is a key asset for the degree to which the service provider adheres marketers. It enables them to market and promote to quality standards. Failure to adhere to quality their goods and services optimally. Composite measure from the same service provider or retailer.
The cus- for customer attitude CA tomer comes back seeking the same service if the quality of service provided to the customer was A composite score was generated for customer at- worthy of the amount of money and time that was titude CA by assessing the responses obtained spent on the service provided. This shows that loy- from respondents of the study to 4 indicators al customers are a long-term primary profit source of customer attitude Di Franco, Cidro, Matiasek, Craig, Dhillon, and Zahayko have quantified customer loyalty as 2.
Creation of a 4-point composite score a function of repeat purchases and willingness to for assessing the customer attitude promote the reputation of a given company or ser- 4 vice provider to their friends, colleagues and family.
A self-administered study. Composite measure tomers of migrant retailers working in the retail for promotional measures PM industry of Pretoria West in order to identify so- cioeconomic factors that affect customer loyalty. A composite score was generated for promotion- Stratification was done by type of merchandise al measures PM by assessing the responses sold to the public by retailers. In addition to factor analysis, descriptive Lucie, Creation of a point composite score 2.
Creation of a 4-point composite score their retailers by the standards of Dehgan and Shahin for assessing the SO Actual owners operated 2. Table 1. Loyalty of customers to retailers Yes: Creation of a 5-point composite score Customers with favorable attitude Yes: Payment of tax on a regular basis No: Validity and reliability Profitability of business No: 57 9.
External validity of the closed-end- Rented: Reliability Duration of operation of business 3 to 5 years: All estimated Table 2 shows percentages for the level of educa- Cronbach Alpha coefficients were above 0. Male: Assessment of managerial, Female: 95 About Karns Below average: 64 Average: Past experience of loan applications Poor: Assessment and percentage was made by using a 5-point ordinal scale in Experience of applying for a loan at Yes: All on a 5-item composite index defined by Pike and Cronbach Alpha estimates shown in Table 6 have Bianchi As such, the scale used for measurement was reliable and internally Table 5.
Table 6. It can Good: The percentage of variance explained by 3 ex- External validity Silverman, was ensured tracted factors is equal to 0. This by conducting a pilot study with a random sam- figure is quite high and shows that 3 extracted fac- ple of 10 eligible respondents at the site of study tors are quite useful in accounting for variability before starting the data collection. Doing so was in customer loyalty. The percentage of vari- the reliability and internal consistency Silverman, ance explained by 3 extracted factors was equal to in the questions that were used for assess- Table 7.
The results have also shown that entrepreneurial skills, marketing skills and network- ing skills are key predictors of customer loyalty. Entrepreneurial skills were relatively more important than marketing skills in the retention of customers. This finding is consistent with what has been reported by Spigel based on a similar study. The study has shown that total dedication and commitment to customers is a key requirement for re- taining customer loyalty.
Retailers who fail to keep up service quality standards are forced to lose their clients. Customers are guided by value for money, as well as improved efficiency in the quality of cus- tomer services.
Engaged cus- tomers are valuable assets and customer engagement results from enhanced customer confidence, the integrity of providers, customer pride, and passion.
Ashley, C. Psychology Journal of Engineering, 12 3 , 4. Christian, D. Attitude Baloch, Q. Journal of tive-innovation Pakistan International Air Line.
Competitiveness, 6 1 , Fetscherin, M. Consumer brand 11 1 , Retrieved from nal. Cidro, J. Exploring the purchasing Research, 68 2 , Furaiji, F. Dehghan, A. Box, G. Business Management and Garcia-Fernandez, J.
Strategy, 2 1 , Ruiz, P. A loyalty Forecasting and control. New York: model according to membership 7. Di Franco, B. Rani, P. Factors and behavioral intention.
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