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Type of publication: Straipsnis konferencijos medžiagoje Clarivate Analytics Web of Science ar/ir Scopus (P1a);Article in Clarivate Analytics Web of Science or Scopus DB conference proceedings (P1a)
Field of Science: Management (S003);Vadyba (S003)
Author(s): Pilelienė, Lina;Zikienė, Kristina
Title: Customer loyalty to a grocery retailer: differences between urban and rural areas of Lithuania
Is part of: Research for rural development 2017 : annual 23rd international scientific conference proceedings. Jelgava : Latvia University of Agriculture, 2017, Vol. 2
Extent: p. 203-209
Date: 2017
Note: ISSN 2255-923X (online). WOS:000425532800028
Keywords: Customer loyalty;Grocery retailer;Behavioural loyalty;Attitudinal loyalty
Abstract: Given the intensive competition in almost all the business sectors, customer loyalty research is gaining its popularity among marketers as well as among scholars. The aim of this research was to determine the differences in loyalty to grocery retailer between urban and rural consumers. In order to reveal the differences, questionnaire research was provided and differences between Lithuanian urban and rural customer loyalties were determined. The research results indicated the existence of statistically significant differences between the loyalties of Lithuanian urban and rural regarding their mostly visited grocery retailers in terms of their attitudes and repeat patronage behaviour. Moreover, based on the neo-behaviouristic approach, considering attitudinal and behavioural measures, all kinds of loyalties were observed stronger in the urban areas of Lithuania. The assumption was made that there might be an effect of limited-choice condition. Affected by the latter condition, rural citizens tend to seek for variety more than the urban ones. Consequently, considering the rural citizens’ evaluations, it can be stated that their loyalty is undermanaged, resulting in a very low amounts of truly loyal customers. Therefore, for the grocery retailers it was recommended to revise their customer loyalty schemes based on the point of residence of their consumers. In such a way the higher possibility of meeting consumer needs might be achieved
Affiliation(s): Vytauto Didžiojo universitetas
Marketingo katedra
Ekonomikos ir vadybos fakultetas
Appears in Collections:3. Konferencijų medžiaga / Conference materials
Universiteto mokslo publikacijos / University Research Publications

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