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Type of publication: research article
Type of publication (PDB): Straipsnis konferencijos medžiagoje Clarivate Analytics Web of Science ar/ir Scopus / Article in Clarivate Analytics Web of Science or Scopus DB conference proceedings (P1a)
Field of Science: Vadyba / Management (S003)
Author(s): Zikienė, Kristina;Pilelienė, Lina
Title: Research of factors influencing customer switching behaviour in farmers' markets in Lithuania
Is part of: Research for rural development 2016 : annual 22nd international scientific conference proceedings. Jelgava : Latvia University of Agriculture, 2016, Vol. 2
Extent: p. 150-157
Date: 2016
Note: ISSN 2255-923X (online)
Keywords: Vartotojų lojalumas;Ūkininkų turgeliai;Turgelių populiarumas;Customer loyalty;Farmers’ markets;Popularity of the markets
Abstract: In recent years, farmers’ markets have become one of the most popular places for alimentary shopping. People searching for the alternative and healthier products often choose farmers’ markets instead of shopping centres. However, farmers’ markets face the same or even tougher competition than the conventional shopping places: farmers not only compete with powerful shopping chains, they have to compete among each other for every single customer. Therefore, customer loyalty becomes inevitable in this industry. Knowing the factors that lead customers to switch to another vendor becomes very important for consumer retention. The aim of the research is to determine the factors influencing customer switching behaviour in farmers’ markets in Lithuania. In order to reach the aim, the research was conducted in several stages: 1) the expert evaluation was provided to determine the factors influencing the customer switching behaviour that would be relevant to the industry; 2) a questionnaire survey regarding latter factors was provided; 3) the influence of the factors on customer switching behaviour regarding the different states of customer loyalty was assessed
Affiliation(s): Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:3. Konferencijų medžiaga / Conference materials
Universiteto mokslo publikacijos / University Research Publications

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