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Scientific paper - Original scientific paper
Analyzing the Role of the Marketing Mix in Creating Customer Loyalty in Supermarkets
Polish Journal of Management Studies, 29 (2024), 1; 302-318. https://doi.org/10.17512/pjms.2024.29.1.18
Šostar, Marko; Jupek, Claudia; Huška, Davor

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Šostar, M., Jupek, C. & Huška, D. (2024). Analyzing the Role of the Marketing Mix in Creating Customer Loyalty in Supermarkets. Polish Journal of Management Studies, 29. (1), 302-318. doi: 10.17512/pjms.2024.29.1.18

Šostar, Marko, et al. "Analyzing the Role of the Marketing Mix in Creating Customer Loyalty in Supermarkets." Polish Journal of Management Studies, vol. 29, no. 1, 2024, pp. 302-318. https://doi.org/10.17512/pjms.2024.29.1.18

Šostar, Marko, Claudia Jupek and Davor Huška. "Analyzing the Role of the Marketing Mix in Creating Customer Loyalty in Supermarkets." Polish Journal of Management Studies 29, no. 1 (2024): 302-318. https://doi.org/10.17512/pjms.2024.29.1.18

Šostar, M., Jupek, C. and Huška, D. (2024) 'Analyzing the Role of the Marketing Mix in Creating Customer Loyalty in Supermarkets', Polish Journal of Management Studies, 29(1), pp. 302-318. doi: 10.17512/pjms.2024.29.1.18

Šostar M, Jupek C, Huška D. Analyzing the Role of the Marketing Mix in Creating Customer Loyalty in Supermarkets. Polish Journal of Management Studies [Internet]. 2024 [cited 2024 October 17];29(1):302-318. doi: 10.17512/pjms.2024.29.1.18

M. Šostar, C. Jupek and D. Huška, "Analyzing the Role of the Marketing Mix in Creating Customer Loyalty in Supermarkets", Polish Journal of Management Studies, vol. 29, no. 1, pp. 302-318, 2024. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:277:805127. [Accessed: 17 October 2024]

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Metadata
Title (english)Analyzing the Role of the Marketing Mix in Creating Customer Loyalty in Supermarkets
AuthorMarko Šostar
AuthorClaudia Jupek
AuthorDavor Huška
Author's institutionJosip Juraj Strossmayer University of Osijek
Faculty of Tourism and Rural Development in Pozega
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
This study's objective is to identify how elements of the marketing mix contribute to fostering customer loyalty towards a shopping center or supermarket with the purpose to assist supermarkets in decision making process which is the main contribution of the research. This study delves into the marketing mix (product, price, distribution, promotion, people) utilized by shopping centers/supermarkets to attract customers and create enduring purchasing relationships through customer loyalty. A questionnaire was distributed to 400 respondents via social media. The method used in this study is defining hypothesis, conducting survey and tested the collected data through Cronbach's alpha coefficients, Spearman's correlation coefficient and Kruskal Wallis Test. This study provides essential insights into the mechanisms through which shopping centers/supermarkets can build and enhance customer loyalty. The research results show a strong influence of product quality, price, location, and promotional activities on creating customer loyalty, while the human factor (behavior of supermarket staff) is a less significant factor.
Keywords (english)
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review - international
Publication versionPublished version
Journal titlePolish Journal of Management Studies
Numberingvol. 29, no. 1, pp. 302-318
e-ISSN2081-7452
DOIhttps://doi.org/10.17512/pjms.2024.29.1.18
URN:NBNurn:nbn:hr:277:805127
Publication2024
Document URLhttps://pjms.zim.pcz.pl/resources/html/article/details?id=622958
Type of resourceText
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-08-09 08:38:31