Influence of Exogenous Variables on the Fidelity Behavior of Customers of Very Small Enterprises in the Craft Sector
Journal Title: BEST : International Journal of Management, Information Technology and Engineering ( BEST : IJMITE ) - Year 2017, Vol 5, Issue 2
Abstract
Customer fidelity is of vital importance for all kinds of companies because it provides enough benefits for them. Such a policy appears more urgent due to the need of competitiveness on the market. However, some variables (change in social status of the customer, distance, rumor on the product and the morality of the company manager) are deemed to have negative influence on the overall behavior of fidelity. This study examines how these variables have a low chance to get the customer to absolute infidelity. In this line, a Likert-scale questionnaire was administered to 502 customers of verysmall ventures. The data collected indicate that rumor and morality do not have a significant influence on fidelity. Only distance and change in social status have a very limited possibility of inducing customer infidelity.
Authors and Affiliations
Adankanhounde Thierry Mahougnon
Keywords
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