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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. i 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, br. 1, 2024, str. 302-318. https://doi.org/10.17512/pjms.2024.29.1.18

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

Šostar, M., Jupek, C. i Huška, D. (2024) 'Analyzing the Role of the Marketing Mix in Creating Customer Loyalty in Supermarkets', Polish Journal of Management Studies, 29(1), str. 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. [pristupljeno 15.12.2024.];29(1):302-318. doi: 10.17512/pjms.2024.29.1.18

M. Šostar, C. Jupek i D. Huška, "Analyzing the Role of the Marketing Mix in Creating Customer Loyalty in Supermarkets", Polish Journal of Management Studies, vol. 29, br. 1, str. 302-318, 2024. [Online]. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:277:805127. [Citirano: 15.12.2024.]

Za citiranje koristite ovu mrežnu adresu: https://urn.nsk.hr/urn:nbn:hr:277:805127
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Podaci o radu
Naslov (engleski)Analyzing the Role of the Marketing Mix in Creating Customer Loyalty in Supermarkets
AutorMarko Šostar
AutorClaudia Jupek
AutorDavor Huška
Autorova ustanovaSveučilište Josipa Jurja Strossmayera u Osijeku
Fakultet turizma i ruralnog razvoja u Požegi
Znanstveno / umjetničko
područje, polje i grana		DRUŠTVENE ZNANOSTI
Ekonomija
Sažetak (engleski)
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.
Ključne riječi (engleski)
Jezikengleski
Vrsta publikacijeZnanstveni rad - Izvorni znanstveni rad
Status objaveObjavljen
Vrsta recenzijeRecenziran - međunarodna recenzija
Verzija publikacijeObjavljena verzija rada (izdavačev PDF)
Naslov časopisaPolish Journal of Management Studies
Brojčani podacivol. 29, br. 1, str. 302-318
e-ISSN2081-7452
DOIhttps://doi.org/10.17512/pjms.2024.29.1.18
URN:NBNurn:nbn:hr:277:805127
Datum objave publikacije2024
URL dokumentahttps://pjms.zim.pcz.pl/resources/html/article/details?id=622958
Vrsta resursaTekst
Prava pristupaOtvoreni pristup
Uvjeti korištenjaIkona licence Zaštićeno autorskim pravom.
Datum i vrijeme pohrane2024-08-09 08:38:31