Evaluation of Customer Loyalty to Different Format Retailers
The article notes that at present for different retailers an important strategic objective is to create loyal customers. Under these conditions, the urgency to identify and assess the factors affecting the formation of customer loyalty increases. The purpose of this study is to estimate factors affecting customer loyalty with an average level of income in the context of different formats of retail trade of food specialization in the cities with a population of 1 million people. In the study a methodical approach to customer loyalty and factors it forming is developed. The basic factors of customer loyalty in the context of the marketing mix 7P are discovered (product, price, place, promotion, personnel, physical evidence, and process). A quantitative assessment of the factors of customer loyalty on the basis of the calculation of the index of satisfaction in the context of retail formats (hypermarket, supermarket, and shop near home) is given. The study may be of interest to market operators of retail services in the development of programs to improve customer loyalty to different retailers.
Noskova EV and Romanova IM