Original scientific paper

The Role of Satisfaction and Demographic Factors in Building Store Loyalty - Hypermarket Case Study in Croatia -

Ivan-Damir Anić
Sonja Radas

Abstract

This paper explores relative importance of satisfaction and demographic factors in building store loyalty behaviour. The model was tested with data collected from a consumer survey, carried out in the high/low Croatian hypermarket setting. Data was analyzed using descriptive statistics, simple and multiple regression analysis. In general, research results support proposed framework. Conative loyalty was positively driven by satisfaction with shopping experience, household’s size and age. Females exhibited higher conative loyalty than males, and “near shoppers” exhibited higher conative loyalty than “distant shoppers”. Contrary to expectations, income did not predict conative loyalty behaviour. A furhter important finding of this study is that there is a positive link between conative and action loyalty. For retailers, the importance of the model presented is in predicting consumer purchasing behaviour and using this information to design such retailing strategies that will enhace satisfaction, conative and action store loyalty, and contribute to increased sales revenues.

Keywords

satisfaction; demographic factors; store loyalty; hypermarket retailer

Hrčak ID:

18360

URI

https://hrcak.srce.hr/18360

Publication date:

15.10.2006.

Article data in other languages: croatian

Visits: 10.399 *