EXPLORING LOYALTY OF GENERATION X IN A RETAIL STORE CONTEXT

Ivana Pavlić, Katija Vojvodić and Barbara Puh
Additional contact information
Ivana Pavlić: University of Dubrovnik, Department of Economics and Business
Katija Vojvodić: University of Dubrovnik, Department of Economics and Business
Barbara Puh: University of Dubrovnik, Department of Economics and Business

Ekonomski pregled, 2021, vol. 72, issue 3, 431-448

Abstract: Despite the increased interest in consumers pertained to Generation X, there is still much that is not understood about this particular market segment. In particular, this refers to their retail-related behaviour as well as the satisfaction and loyalty of customers in traditional brick and mortar retail environment. The purpose of this paper is to expand the knowledge base about Generation X’s retail store attitudes and retail behaviour in order to identify their loyalty in a retail store context. For that reason, an empirical research was carried out using a convenience sample of 153 Generation X members from the Dubrovnik- Neretva County during the period from June 1 to October 1, 2016. To analyse the data, ordinal logistic regression and ANOVA methods were used. The results revealed that several variables were found partially statistically significant, i.e. retail service quality, retail store quality, product price, product assessment, retail store format and frequency of purchase. This paper provides a framework for an improved understanding of Generation X as consumers and their overall store experience. Moreover, it contributes to the existing literature by providing new insights into the loyalty of Croatian Generation X consumers.

Keywords: Generation X; retail store; customer satisfaction; loyalty; Croatian consumers (search for similar items in EconPapers)
JEL-codes: D12 L81 M31 (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.32910/ep.72.3.5 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hde:epregl:v:72:y:2021:i:3:p:431-448

Ordering information: This journal article can be ordered from
Ekonomski pregled, Hrvatsko društvo ekonomista, Heinzelova 4a, 10000 Zagreb, Croatia
http://www.hde.hr/pregled_en.aspx

Access Statistics for this article

Ekonomski pregled is currently edited by Josip Tica

More articles in Ekonomski pregled from Hrvatsko društvo ekonomista (Croatian Society of Economists) Contact information at EDIRC.
Bibliographic data for series maintained by Josip Tica ().