Loyalty, Quality And Satisfaction In FMCG Retail MarketDoes Loyalty In Retailing Exist?
- *Corresponding Author:
- Mosad Zineldin
Professor of Strategic Relationship Management
Linnaeus University, Sweden
Tel: +46 705 50 23 18
E-mail: [email protected]
Received February 28, 2014; Accepted July 15, 2014; Published July 15, 2014
Citation: Nessim K, Thurn E, Gustafsson D, Zineldin M (2014) Loyalty, Quality and Satisfaction in FMCG Retail Market does Loyalty in Retailing Exist? J Bus Fin Aff 3:122 doi:10.4172/2167-0234.1000122
Copyright: © 2014 Nessim K et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
This study aims toidentify and analyse how customers are experiencing quality, loyalty and satisfaction in the Fast moving consumer goods (FMCG) retail market. The 5Qs model which includes economical and behavioural attributes is used. A research based on 200 respondents is used to identify differences between various 5Qs attributions. It shows that satisfaction does not automatically lead to loyalty. The price is a ruling attribute that makes the customer chase discounts, no matter who provides it. Results show that both psychological and economical attributions influence customers loyalty. The study reveals that organizations have the fantasy that their customers are totally loyal. This is a dichotomous thought because, the customers did not restrict their loyalty to a few organizations, but they are loyal to those organizations which provide them better offers. Independent variable satisfaction correlates substantially with dependent variable loyalty (.570). Holding a membership card which can indicate a commitment attitude was not significant to the loyalty or satisfaction. Thus, the organizations should understand that disloyalty within varying degrees is a reality and a necessary evil.