December 2010
Trakya University Journal of Social Science;Dec2010, Vol. 12 Issue 2, p103
Academic Journal
The food retailing structure is rapidly developing in Turkey. In today's business environment and increasing fierce competition, supermarkets target to improve the good and service considering the customer expectations in order to increase customer loyalty. The aim of this study is to empirically analyse the customer loyalty towards a supermarket in Edirne city, Oliver's (1999) four-phase loyalty model (cognitive, affective, conative and action) was adapted and used to measure the loyalty of consumers. The results show that affective loyalty, conative loyalty, which is a customer's intention to buy and action loyalty which focuses on actual repurchase behaviour have not already formed a customer loyalty level. In the study customer satisfaction, customer loyalty, customer loyalty measurement and models are presented. Supermarkets should focus on customer loyalty in order to generate net profits.


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