Analiza roli marketingu mix w tworzeniu lojalności klientów w supermarketach

• Autorzy: Šostar Marko , Jupek Claudia , Huška Davor

Identyfikatory

DOI

10.17512/pjms.2024.29.1.18

Warianty tytułu

EN

Analyzing the role of the marketing mix in creating customer loyalty in supermarkets

• Języki publikacji: EN

Abstrakty

EN

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.

PL

Celem tego badania jest zidentyfikowanie, w jaki sposób elementy marketingu mix przyczyniają się do kształtowania lojalności klientów wobec centrum handlowego lub supermarketu, co ma na celu wspomóc supermarkety w procesie podejmowania decyzji i stanowi główny wkład badania. Niniejsze badanie skupia się na marketingu mix (produkt, cena, dystrybucja, promocja, ludzie) wykorzystywanym przez centra handlowe/supermarkety w celu przyciągnięcia klientów i stworzenia trwałych relacji zakupowych poprzez lojalność klientów. Ankieta została rozesłana do 400 respondentów za pośrednictwem mediów społecznościowych. Metoda zastosowana w tym badaniu obejmuje definiowanie hipotez, przeprowadzenie ankiety oraz testowanie zebranych danych za pomocą współczynników alfa Cronbacha, współczynnika korelacji Spearmana i testu Kruskala-Wallisa. Badanie to dostarcza istotnego wglądu w mechanizmy, dzięki którym centra handlowe/supermarkety mogą budować i wzmacniać lojalność klientów. Wyniki badań pokazują silny wpływ jakości produktu, ceny, lokalizacji oraz działań promocyjnych na tworzenie lojalności klientów, podczas gdy czynnik ludzki (zachowanie personelu supermarketu) jest mniej istotnym czynnikiem.

Słowa kluczowe

EN

Marketing mix; marketing strategy; consumer behavior; consumer loyalty; supermarkets

PL

Marketing mix; strategia marketingowa; lojalność konsumentów; supermarket; zachowania konsumentów

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2024
• Tom: Vol. 29, No. 1
• Strony: 302--318
• Opis fizyczny: Bibliogr. 44 poz., tab.

Twórcy

autor

Šostar Marko

• Economics, Faculty of Tourism and Rural Development in Pozega, J. J. Strossmayer University of Osijek, Pozega, Croatia

• https://orcid.org/0009-0008-7580-7657

autor

Jupek Claudia

• Economics, Faculty of Tourism and Rural Development in Pozega, J. J. Strossmayer University of Osijek, Pozega, Croatia

autor

Huška Davor

• Economics, Ministry of Regional Development and EU funds, Zagreb, Croatia

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2024).