THE ANALYSIS OF CUSTOMERS' LOYALTY USING BIBLIOMETRIC AND MATHEMATICAL ANALYSIS

Nicoleta Valentina Florea, Gabriel Croitoru, Ion Stegaroiu, Corina Rusu and Nicoleta Popescu

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2022, vol. 16, issue 1, 860-874

Abstract: We are in the fifth era of marketing evolution, that of relationship with customers, and be it made traditionally or virtually, this 1-to-1 relationship will offer value and benefits for both involved parts. Customer loyalty is very important for companies that want long-term performance. The purpose of this study is to perform a bibliometric analysis of the articles published in the field of customer loyalty. The research was carried out on 100 customers and on two supermarkets from Targoviste, Dambovita county, Romania, to determine customer loyalty through the prism of several variables resulting from the applied bibliometric analysis itself. The developed questionnaire follows the steps of the GKG model specific to the customer relationship field and the variables resulting from the study. The bibliometric analysis focused on the evaluation of the scientific database Web of Science using the term "customer loyalty" as a search term. The study focused on the analysis of articles published in Open Access with non-zero impact factors (862 articles identified) and the most used variable will be used as impact factors on customer loyalty. The goal of the research was to analyze customer loyalty from the two supermarkets and will be measured the impact of several variables on customer loyalty using the SPSS program. The results were good, but they must be improved if the analyzed supermarkets want a long-term relationship and performance for both involved parts.

Keywords: customer loyalty; satisfaction; relationship; trust; purchase frequency. (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:16:y:2022:i:1:p:860-874

DOI: 10.24818/IMC/2022/05.06

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