A ROMANIAN PERSPECTIVE ON CUSTOMER LOYALTY FOR DIRECT SELLING COMPANIES
Journal Title: CES Working Papers - Year 2014, Vol 6, Issue 3
Abstract
The purpose of the research is to investigate Romanian direct sellers’ perceptions on customers’ loyalty. The research objectives are: (1) to identify the direct sellers’ perceptions on the concept of loyalty; (2) to identify the main loyalty techniques that direct sellers use in their work with the clients; (3) to frame the portrait of a loyal customer. As a research method, we used qualitative research based on depth interviews. It is an exploratory and instrumental research, the results being used for building a questionnaire for a future survey. The investigated population is represented by direct selling women, with ages beteeen 19 and 30 years. For direct sellers, loyalty is an attitude and also a behavior, it means buying from the same company, from the same seller and preferring the products of the company. The main loyalty techniques that direct sellers use in their work with the clients are: promotional actions, personalization the relation with the client and offering stimulants. The loyal customer is the one who buys companies’ products every month or at least quarterly, spends a monthly amount of 100 Ron on these products, works with the same seller, pays on time for the order, doesn’t look only after promotions, loves the products, recommends the company to others, doesn’t return the order, wants to buy more products from the company and trusts its products.
Authors and Affiliations
Claudia BOBALCA
Keywords
Related Articles
- EP ID EP110794
- DOI -
- Views 104
- Downloads 0
CORRUPTION - AN INHIBITING FACTOR FOR THE EFFICIENT IMPLEMENTATION OF STRUCTURAL FUNDS IN ROMANIA
The aim of this paper is to give an insight into the link between corruption and the implementation of structural and cohesion funds in Romania and the other Central and Eastern European states (CEE). Although there is a...
THE INFLUENCE OF THE REFUGEE CRISIS ON THE EU’S PERSPECTIVE OF EASTERN PARTNERSHIP
Given paper represents analytical overview unpacking the relationship between the refugee crisis and the EU’s perspective towards the Eastern Partnership countries. It reviews the journey of the creation and develo...
THE CAPACITY OF CHANGING THE COMPETITION REGIME IN ROMANIA
The policy in the competition field represents the engine of a market. The competition on the internal market improves the competition capacity on the international markets and meets consumers’ expectations that shall ha...
A historical perspective on the link between Romania and Europe, through the dynamics of spiritual values
An important lever in establishing and maintaining relationships between Romania and Europe is the presence of spiritual values. The proposed theme identifies and analyses spiritual values in a European context on three...
BUSINESS STRATEGIES OF THE MULTINATIONAL CORPORATIONS
The international strategic management facilitates the development of the international strategies that shape a large context for reaching the main goals of a multinational company. At a conceptual level, there are many...