Modelling the determinants of customer loyalty in the context of consumer goods: Evidence from an emerging economy

Rajić, Tamara and Cvijović, Jelena and Nikolić, Ivan (2018) Modelling the determinants of customer loyalty in the context of consumer goods: Evidence from an emerging economy. In: International scientific and practical conference “World scientific and technological tendencies of socio-economic development of agro-industrial complex and rural areas”, (Book of Proceedings. Volgograd State Agrarian University, Volgograd, pp. 169-176. ISBN 978-5-4479-0123-3 (т. 3)

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Abstract

Although the necessity of simultaneous examinations of the relative impact of loyalty determinants has long been stressed, limited attempts have been undertaken to date to more thoroughly tap into the development of customer loyalty in the context of consumer goods in Serbia. In order to fill up this void in the literature, this study aims to propose and empirically examine a model of the determinants of customer loyalty in the context of consumer goods in Serbia. The application of structural equation modelling (SEM) on a sample of 1088 coffee consumers in Serbia provided evidence in support of significant direct impact of satisfaction with preferred brand on their on customer loyalty, whereas perceived value of a brand emerged as an indirect determinant of loyalty. Limitations of the study have been discussed and directions for future research are provided.

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