FACTORS AFFECTING CUSTOMERS LOYALTY TO CITIMART SUPERMARKET IN BATANGAS CITY
Republic of the Philippines
Batangas State University
Batangas City
FACTORS AFFECTING CUSTOMERS LOYALTY TO CITIMART SUPERMARKET IN BATANGAS CITY
Asi, Grace R., Falogme, Maria Kristy May F.
Master in Business Administration
ABSTRACT
Background: In recent years, retail business sector continue to boom in Batangas City. This challenges all entrepreneurs on how to retain within the circulation. Objective: The main purpose of this study is to identify factors affecting customer loyalty to Citimart Supermarket in Batangas City. Methodology: In this study, data has been collected by distributing self-administered questionnaire among 150 consumers involving customers shopping at three Citimart Supermarket stores in Batangas City through quota and random sampling method. Data analyses is carried out through SPSS version 16 program. Statistical techniques such as frequency distribution, reliability analysis, correlation analysis and one-way anova was used. The purpose is to test the relationship among independent and dependent variable. Results: The results revealed that service quality, product quality, price strategy and store attribute have positive and significant relationship with customer loyalty. Conclusion: The study concludes that to maintain market share in today’s competitive business environment and retain loyal customers, organization should focus on customers’ overall satisfaction. The study recommends different marketing that can be used to boost customer loyalty.
Key words:customer loyalty, price strategy, product quality, service quality, store attribute
INTRODUCTION
Retail is the sale of goods and services from individuals or businesses to the end-user. Retailers are part of an integrated system called the supply chain. A retailer purchases goods or products in large quantities from manufacturers directly or through a wholesale, and then sells smaller quantities to the consumer for a profit (http://en.wikipedia.org/).
Recent years, researchers
Batangas State University
Batangas City
FACTORS AFFECTING CUSTOMERS LOYALTY TO CITIMART SUPERMARKET IN BATANGAS CITY
Asi, Grace R., Falogme, Maria Kristy May F.
Master in Business Administration
ABSTRACT
Background: In recent years, retail business sector continue to boom in Batangas City. This challenges all entrepreneurs on how to retain within the circulation. Objective: The main purpose of this study is to identify factors affecting customer loyalty to Citimart Supermarket in Batangas City. Methodology: In this study, data has been collected by distributing self-administered questionnaire among 150 consumers involving customers shopping at three Citimart Supermarket stores in Batangas City through quota and random sampling method. Data analyses is carried out through SPSS version 16 program. Statistical techniques such as frequency distribution, reliability analysis, correlation analysis and one-way anova was used. The purpose is to test the relationship among independent and dependent variable. Results: The results revealed that service quality, product quality, price strategy and store attribute have positive and significant relationship with customer loyalty. Conclusion: The study concludes that to maintain market share in today’s competitive business environment and retain loyal customers, organization should focus on customers’ overall satisfaction. The study recommends different marketing that can be used to boost customer loyalty.
Key words:customer loyalty, price strategy, product quality, service quality, store attribute
INTRODUCTION
Retail is the sale of goods and services from individuals or businesses to the end-user. Retailers are part of an integrated system called the supply chain. A retailer purchases goods or products in large quantities from manufacturers directly or through a wholesale, and then sells smaller quantities to the consumer for a profit (http://en.wikipedia.org/).
Recent years, researchers
References: Nikhashemi, S.R., Paim, L.H., Sidin, S.M., Khatibi, A. (2014). Driving Forces of Hypermarket’s Customer Loyalty: An Empirical Study in Malaysia. Australian Journal of Basic and Applied Sciences, 8(3) March 2014, Pages: 377-386 Rahman, M.K.,Haque, A.,Jalil Rahman, M.K., Jalil, A. (2014). Exploring Factors Influencing Customer Loyalty: An Empirical Study on Malaysian Hypermarkets Perspective. British Journal of Applied Science & Technology 4(12): 1772-1790, 2014 Salim, L http://en.wikipedia.org/wiki/Cronbach 's_alpha Yeng LC, Mat NK (2013)