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Please use this identifier to cite or link to this item: https://oldena.lpnu.ua/handle/ntb/55699
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dc.contributor.authorБєсок, Г.
dc.contributor.authorBiesok, Grzegorz
dc.date.accessioned2020-12-13T14:34:11Z-
dc.date.available2020-12-13T14:34:11Z-
dc.date.created2020-02-10
dc.date.issued2020-02-10
dc.identifier.citationBiesok G. Customer satisfaction and retailer image as drivers of customer loyalty: evidences from polish supermarkets / Grzegorz Biesok // Вісник Національного університету “Львівська політехніка”. Серія: "Проблеми економіки та управління". — Львів : Видавництво Львівської політехніки, 2020. — Том 4. — № 1. — С. 135–141.
dc.identifier.urihttps://ena.lpnu.ua/handle/ntb/55699-
dc.description.abstractНаведено результати досліджень лояльності клієнтів на ринку роздрібної торгівлі. Вивчається ступінь впливу задоволеності споживачів та іміджу підприємств роздрібної торгівлі на лояльність клієнтів. Використано первинні дані опитування, багатоелементні шкали та моделювання структурних рівнянь (SEM). Концептуальна модель, що використовується у дослідженні, поєднує 3 приховані змінні: імідж продавця, задоволеність клієнтів та лояльність клієнтів. Прихованим змінним відповідає набір проявлених змінних, що були отримані під час опитування. Опитували клієнтів супермаркетів на півдні Польщі. Анкети були поширені за допомогою методу снігової кулі. Загалом у вибірку входили 328 респонденти. Моделювання структурного рівняння підтвердило всі взаємозв’язки в моделі із високим рівнем значущості (p <= 0,001). Отже, модель є прийнятною. Дослідження показало, що імідж підприємств роздрібної торгівлі та задоволеність споживачів значно впливають на лояльність клієнтів. Важливим висновком є те, що задоволеність клієнтів має вдвічі більший вплив на лояльність, ніж імідж продавця. Отже, роздрібні торгівці повинні зосередити увагу на підвищенні задоволеності клієнтів, оскільки це головний чинник їх лояльності.
dc.description.abstractThe paper presents results of research on customer loyalty drivers on retail market. It verifies the degree of impact of customer satisfaction and retailer image on customer loyalty. The paper uses primary survey data, multi-item scales and structural equations modelling (SEM). The conceptual model used in the study combines 3 latent variables: retailer image, customer satisfaction and customer loyalty. Latent variables were equipped with a set of manifest variables, and they were measured in a survey. The paper assumes the following hypotheses: H1: there is a strong positive impact of retailer image on customer loyalty; H2: there is a strong positive impact of customer satisfaction on customer loyalty; H3: retailer image has a certain influence on customer satisfaction, as well. The survey was focused on supermarkets from southern Poland and their clients. The questionnaires were distributed using snowballing method. In total the sample included 328 respondents. A given table provides the results of the survey with the elements and structure of the sample. Reliability of the measurement model was evaluated with reliability coefficients: Cronbach’s α and McDonald's ω. All blocks of manifest variables showed sufficient internal consistency (α and ω >0.7) so they could be used to determine the model. Structural equation modelling confirmed all relationships in the model at a high significance level (p <= 0.001). Additionally the model fit reached sufficient level. In the result the study showed that retailer image and customer satisfaction have important influence on customer loyalty. An important finding is that customer satisfaction has two times bigger impact on loyalty than retailer image. This led into conclusion that retailers should focus on building customer satisfaction, as it is the main drive of loyalty. The conclusion is made about the understanding of customer needs and expectations and meeting them should be a priority for managers, because it translates into customer affection and adequate profitability in the long term. The author highlights, that future research should concentrate on the different types of loyalty and theirs drivers, because there relation are not sufficiently explained in the literature. In author’s opinion, the relation between brand loyalty and loyalty to the retailer is also an interesting field of research. In general, the article emphasizes the importance of scientific research of the relationships of buyers and retailers, that provide those services is very important in both theoretical and practical terms. This field of activity occupies one of the main areas of any country economy.
dc.format.extent135-141
dc.language.isoen
dc.publisherВидавництво Львівської політехніки
dc.publisherLviv Politechnic Publishing House
dc.relation.ispartofВісник Національного університету “Львівська політехніка”. Серія: "Проблеми економіки та управління", 1 (4), 2020
dc.relation.urihttps://doi.org/10.11118/ejobsat.v4i1.113
dc.relation.urihttps://doi.org/10.1108/08876040610665643
dc.relation.urihttps://doi.org/10.1108/09590550910927162
dc.relation.urihttps://doi.org/10.1108/13555850310765033
dc.relation.urihttps://doi.org/10.1108/02634500510589958
dc.relation.urihttps://doi.org/10.1080/09593969.2011.588716
dc.relation.urihttps://www.R-project.org/
dc.relation.urihttp://www.jstatsoft.org/v48/i02/
dc.relation.urihttps://doi.org/10.1108/00070700610709995
dc.subjectдослідження споживачів
dc.subjectзадоволеність споживачів
dc.subjectлояльність клієнтів
dc.subjectсупермаркети
dc.subjectроздріб
dc.subjectconsumer research
dc.subjectcustomer satisfaction
dc.subjectcustomer loyalty
dc.subjectsupermarkets
dc.subjectretail
dc.titleCustomer satisfaction and retailer image as drivers of customer loyalty: evidences from polish supermarkets
dc.title.alternativeЗадоволеність споживача та імідж підприємств роздрібної торгівлі як чинники лояльності споживача: досвід польських супермаркетів
dc.typeArticle
dc.rights.holder© Національний університет “Львівська політехніка”, 2020
dc.rights.holder© Biesok G., 2020
dc.contributor.affiliationУніверситет Бельско-Бяла
dc.contributor.affiliationUniversity of Bielsko-Biala
dc.format.pages7
dc.identifier.citationenBiesok G. Customer satisfaction and retailer image as drivers of customer loyalty: evidences from polish supermarkets / Grzegorz Biesok // Visnyk Natsionalnoho universytetu "Lvivska politekhnika". Serie: "Problemy ekonomiky ta upravlinnia". — Lviv : Lviv Politechnic Publishing House, 2020. — Vol 4. — No 1. — P. 135–141.
dc.identifier.doidoi.org/10.23939/semi2020.01.135
dc.relation.references1. Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 12(2), 125–143.
dc.relation.references2. Beneke, J., Adams, E., Demetriou, O., & Solomons, R. (2011). An exploratory study of the relationship between store image, trust, satisfaction and loyalty in a franchise setting. Southern African Business Review, 15(2), 59–74.
dc.relation.references3. Biesok, G., & Wyród-Wróbel, J. (2016). Modele satysfakcji klienta. Difin.
dc.relation.references4. Biesok, G., & Wyród-Wróbel, J. (2018). Models of customer satisfaction with supermarkets in Poland. European Journal of Business Science and Technology, 4(1), 81–92. https://doi.org/10.11118/ejobsat.v4i1.113
dc.relation.references5. Chen, S. C., & Quester, P. G. (2006). Modeling store loyalty: perceived value in market orientation practice. Journal of Services Marketing, 20(3), 188–198. https://doi.org/10.1108/08876040610665643
dc.relation.references6. Clottey, T. A., Collier, D. A., & Stodnick, M. (2008). Drivers of customer loyalty in a retail store environment. Journal of Service Science, 1(1), 35–48.
dc.relation.references7. Cornelius, B., Natter, M., & Faure, C. 2010. How storefront displays influence retail store image. Journal of Retailing and Consumer Services, 17(2), 143–151.
dc.relation.references8. East, R., Harris, P., Lomax, W., Willson, G., & Perkins, D. (1997). First-store loyalty to US and British supermarkets. Journal of Marketing Management, 16(4), 307–326.
dc.relation.references9. Huddleston, P., Whipple, J., Mattick, R. N., & Lee, S. J. (2009). Customer satisfaction in food retailing: comparing specialty and conventional grocery stores. International Journal of Retail & Distribution Management, 37(1), 63–80. https://doi.org/10.1108/09590550910927162
dc.relation.references10. Ivanauskienė, N., & Volungėnaitė, J. (2014). Relations between service quality and customer loyalty: An empirical investigation of retail chain stores in emerging markets. American International Journal of Social Science, 3(2), 113–120.
dc.relation.references11. Kamran-Disfani, O., Mantrala, M. K., Izquierdo-Yusta, A., & Martínez-Ruiz, M. P. (2017). The impact of retail store format on the satisfaction-loyalty link: An empirical investigation. Journal of Business Research, 77, 14–22.
dc.relation.references12. Koo, D. M. (2003). Inter–relationships among store images, store satisfaction, and store loyalty among Korea discount retail patrons. Asia Pacific Journal of Marketing and Logistics, 15(4), 42–71. https://doi.org/10.1108/13555850310765033
dc.relation.references13. Mafini, C., & Dhurup, M. (2015). Drivers of customer loyalty in South African retail stores. Journal of Applied Business Research (JABR), 31(4), 1295–1310.
dc.relation.references14. Miranda, M., Kónya, L. & Havrila, I. (2005). Shoppers' satisfaction levels are not the only key to store loyalty. Marketing Intelligence & Planning, 23(2), 220–232. https://doi.org/10.1108/02634500510589958
dc.relation.references15. Nesset, E., Nervik, B., & Helgesen, Ø. (2011). Satisfaction and image as mediators of store loyalty drivers in grocery retailing. The International Review of Retail, Distribution and Consumer Research, 21(3), 267-292. https://doi.org/10.1080/09593969.2011.588716
dc.relation.references16. Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4), 33–44.
dc.relation.references17. R Core Team (2019). R: A language and environment for statistical computing. R Foundation for Statistical Computing, Vienna, Austria. https://www.R-project.org/
dc.relation.references18. Rosseel, Y. (2012). lavaan: An R package for structural equation modeling. Journal of Statistical Software, 48(2), 1–36. http://www.jstatsoft.org/v48/i02/
dc.relation.references19. Siddiqi, K. O. (2011). Interrelations between service quality attributes, customer satisfaction and customer loyalty in the retail banking sector in Bangladesh. International Journal of Business and Management, 6(3), 12-36.
dc.relation.references20. Stone, M., Bearman, D., Butscher, S. A., Gilbert, D., Crick, P., & Moffett, T. (2003). The effect of retail customer loyalty schemes – Detailed measurement or transforming marketing?. Journal of Targeting, Measurement and Analysis for Marketing, 12(3), 305–318.
dc.relation.references21. Turner, J. J., & Wilson, K. (2006). Grocery loyalty: Tesco Clubcard and its impact on loyalty. British Food Journal, 108(11), 958–964. https://doi.org/10.1108/00070700610709995
dc.relation.references22. Weerasiri, R. A. S. (2015). A study on service quality and customer satisfaction of supermarkets in Sri Lanka. Sri Lanka Journal of Marketing, 1(2), 36–46.
dc.relation.references23. Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799–822.
dc.relation.references24. Zakaria, I., Rahman, B. A., Othman, A. K., Yunus, N. A. M., Dzulkipli, M. R., & Osman, M. A. F. (2014). The relationship between loyalty program, customer satisfaction and customer loyalty in retail industry: A case study. Procedia-Social and Behavioral Sciences, 129, 23–30.
dc.relation.referencesen1. Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 12(2), 125–143.
dc.relation.referencesen2. Beneke, J., Adams, E., Demetriou, O., & Solomons, R. (2011). An exploratory study of the relationship between store image, trust, satisfaction and loyalty in a franchise setting. Southern African Business Review, 15(2), 59–74.
dc.relation.referencesen3. Biesok, G., & Wyród-Wróbel, J. (2016). Modele satysfakcji klienta. Difin.
dc.relation.referencesen4. Biesok, G., & Wyród-Wróbel, J. (2018). Models of customer satisfaction with supermarkets in Poland. European Journal of Business Science and Technology, 4(1), 81–92. https://doi.org/10.11118/ejobsat.v4i1.113
dc.relation.referencesen5. Chen, S. C., & Quester, P. G. (2006). Modeling store loyalty: perceived value in market orientation practice. Journal of Services Marketing, 20(3), 188–198. https://doi.org/10.1108/08876040610665643
dc.relation.referencesen6. Clottey, T. A., Collier, D. A., & Stodnick, M. (2008). Drivers of customer loyalty in a retail store environment. Journal of Service Science, 1(1), 35–48.
dc.relation.referencesen7. Cornelius, B., Natter, M., & Faure, P. 2010. How storefront displays influence retail store image. Journal of Retailing and Consumer Services, 17(2), 143–151.
dc.relation.referencesen8. East, R., Harris, P., Lomax, W., Willson, G., & Perkins, D. (1997). First-store loyalty to US and British supermarkets. Journal of Marketing Management, 16(4), 307–326.
dc.relation.referencesen9. Huddleston, P., Whipple, J., Mattick, R. N., & Lee, S. J. (2009). Customer satisfaction in food retailing: comparing specialty and conventional grocery stores. International Journal of Retail & Distribution Management, 37(1), 63–80. https://doi.org/10.1108/09590550910927162
dc.relation.referencesen10. Ivanauskienė, N., & Volungėnaitė, J. (2014). Relations between service quality and customer loyalty: An empirical investigation of retail chain stores in emerging markets. American International Journal of Social Science, 3(2), 113–120.
dc.relation.referencesen11. Kamran-Disfani, O., Mantrala, M. K., Izquierdo-Yusta, A., & Martínez-Ruiz, M. P. (2017). The impact of retail store format on the satisfaction-loyalty link: An empirical investigation. Journal of Business Research, 77, 14–22.
dc.relation.referencesen12. Koo, D. M. (2003). Inter–relationships among store images, store satisfaction, and store loyalty among Korea discount retail patrons. Asia Pacific Journal of Marketing and Logistics, 15(4), 42–71. https://doi.org/10.1108/13555850310765033
dc.relation.referencesen13. Mafini, C., & Dhurup, M. (2015). Drivers of customer loyalty in South African retail stores. Journal of Applied Business Research (JABR), 31(4), 1295–1310.
dc.relation.referencesen14. Miranda, M., Kónya, L. & Havrila, I. (2005). Shoppers' satisfaction levels are not the only key to store loyalty. Marketing Intelligence & Planning, 23(2), 220–232. https://doi.org/10.1108/02634500510589958
dc.relation.referencesen15. Nesset, E., Nervik, B., & Helgesen, Ø. (2011). Satisfaction and image as mediators of store loyalty drivers in grocery retailing. The International Review of Retail, Distribution and Consumer Research, 21(3), 267-292. https://doi.org/10.1080/09593969.2011.588716
dc.relation.referencesen16. Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4), 33–44.
dc.relation.referencesen17. R Core Team (2019). R: A language and environment for statistical computing. R Foundation for Statistical Computing, Vienna, Austria. https://www.R-project.org/
dc.relation.referencesen18. Rosseel, Y. (2012). lavaan: An R package for structural equation modeling. Journal of Statistical Software, 48(2), 1–36. http://www.jstatsoft.org/v48/i02/
dc.relation.referencesen19. Siddiqi, K. O. (2011). Interrelations between service quality attributes, customer satisfaction and customer loyalty in the retail banking sector in Bangladesh. International Journal of Business and Management, 6(3), 12-36.
dc.relation.referencesen20. Stone, M., Bearman, D., Butscher, S. A., Gilbert, D., Crick, P., & Moffett, T. (2003). The effect of retail customer loyalty schemes – Detailed measurement or transforming marketing?. Journal of Targeting, Measurement and Analysis for Marketing, 12(3), 305–318.
dc.relation.referencesen21. Turner, J. J., & Wilson, K. (2006). Grocery loyalty: Tesco Clubcard and its impact on loyalty. British Food Journal, 108(11), 958–964. https://doi.org/10.1108/00070700610709995
dc.relation.referencesen22. Weerasiri, R. A. S. (2015). A study on service quality and customer satisfaction of supermarkets in Sri Lanka. Sri Lanka Journal of Marketing, 1(2), 36–46.
dc.relation.referencesen23. Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799–822.
dc.relation.referencesen24. Zakaria, I., Rahman, B. A., Othman, A. K., Yunus, N. A. M., Dzulkipli, M. R., & Osman, M. A. F. (2014). The relationship between loyalty program, customer satisfaction and customer loyalty in retail industry: A case study. Procedia-Social and Behavioral Sciences, 129, 23–30.
dc.subject.jelM31
dc.citation.journalTitleВісник Національного університету “Львівська політехніка”. Серія: "Проблеми економіки та управління"
dc.citation.volume4
dc.citation.issue1
dc.citation.spage135
dc.citation.epage141
dc.coverage.placenameЛьвів
dc.coverage.placenameLviv
Appears in Collections:Вісник Національного університету “Львівська політехніка”. Серія: Проблеми економіки та управління. – 2020. – Том 4, № 1

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