Factors that affect customer loyalty in small enterprises

Abstract

The study was conducted by collecting the data from 608 customers of migrant retailers working in the retail industry of Pretoria West in South Africa in order to identify socioeconomic factors that affect customer loyalty. Data was collected from eligible respondents by using a pre-tested, validated and standardised questionnaire of study that was self-administered by respondents. The study found that about 69% of customers were loyal to their retailers. About 68% of customers had a favorable attitude towards their retailers. About 68% of retailers used appropriate promotional measures for marketing their goods to potential customers. About 69% of retailers provided their customers with satisfactory quality of services. About 67% of customers were loyal to their retailers’ brands. Factor analysis was used for extracting 3 influential predictors of customer loyalty. These factors were entrepreneurial skills, marketing skills, and selling price. The percentage of variance explained by the 3 extracted factors was equal to 92.58%.

Customer-Based Brand Equity, Company Reputation and Product Quality Effect on Customer Loyalty: Air Conditioner Retail Market in Medan

“…Product selection recommendations are also more influenced by salespeople in retail stores where customers will buy products. In accordance with the opinion of Zeleke Worku's research, that customers are loyal to their retailers and loyal customers to the brand (products) offered by their retailers [52].The results of this study reveal guidelines for air conditioning company management to participate in activities that can contribute to customers and retail store salespeople including building brand associations and brand awareness to increase loyal air conditioning users to create a good corporate reputation for customers and retail store employees.…”

Creative management: Model for the development of entrepreneurial competencies

“…At the same time, the authors pay attention to the training methods for obtaining relevant skills, which should include soft skills such as communication, negotiation, and conflict management to meet the requirements of creative entrepreneurship. Worku (2019) found that entrepreneurial skills and education significantly impact the profitability of all types of enterprises. The influence of teamwork, namely, internal (trust) and external (business contacts, external professional activity) relationships on the creativity of each participant was investigated by Long and Wang (2019).…”

Determinants of Accountants’ Loyalty Underlying Investment Management: Evidence from FDI Firms in Thanglong Industrial Park

“…To hand over authority Edward (1975), Turkyilmaz et al (2011), Hassan et al (2013), Waqas et al (2014) 15 Participate in the decision-making process Waqas et al (2014) 16 Satisfaction Waqas et al (2014), Mai & Bui (2013) 17 Employee confidence in the business Nguyen (2010) 18 Knowledge of business operations of the enterprise Nguyen (2010) 19 Justice in the firm Nguyen (2010) To some extents, there have been some other researches related to loyalty of customers such as customer loyalty on brand (Heidari, Alibeigi, & Aghaeifar, 2016), customer loyalty on service quality (Liu & Wang, 2017), effect of marketing mix on customer loyalty (Azimi, 2017) or other factors affected on customer loyalty (Worku, 2019), customer loyalty is a desired and essential result for companies in a business environment with a lot of competition, of which the fashion industry is no exception (Khoa, 2020) and etc. Though these papers don"t mention directly on employee loyalty, they provide some suggestions for researching on loyalty.…”