Analysis of factors affecting customer retailer loyalty in the Turkish food market: The case study of ERZURUM

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Topcu Y., Uzundumlu A. S.

Italian Journal of Food Science, cilt.21, ss.157-169, 2009 (SCI-Expanded) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 21
  • Basım Tarihi: 2009
  • Dergi Adı: Italian Journal of Food Science
  • Derginin Tarandığı İndeksler: Science Citation Index Expanded (SCI-EXPANDED), Scopus
  • Sayfa Sayıları: ss.157-169
  • Anahtar Kelimeler: customer retailer loyalty, factor analysis, k-means cluster analysis, market segmentation, SERVICE QUALITY, BRAND LOYALTY, STORE LOYALTY, CONSUMER, SATISFACTION, IMPACT, PROFITABILITY, DETERMINANTS, DEMOGRAPHICS, PERCEPTIONS
  • Atatürk Üniversitesi Adresli: Evet

Özet

Increasing competition and slow growth in the Turkish food market have increased the need for retailers to use marketing strategies focused on retaining current customers and attracting new ones. To reach these aims, retailers have been trying to enhance their customer loyalty through retention programs and relationship marketing strategies. The aim of this study was to determine the most salient factors affecting customer retailer loyalty by using factor analysis and then to identify consumer group profiles by k-means cluster analysis. The results showed that satisfaction with the product and store image in Cluster 1, satisfaction with the sales process and perceived service quality in Cluster 2, and variety seeking in Cluster 3 were the most prominent retailer attributes that affected consumer retailer loyalty. The results of this study provide insights into understand interrelationships among retailer attitudes, preference values and attitudes of Turkish consumers, and could be used to develop marketing strategies and more effective policies to improve customer retailer loyalty in Turkey.