Razvoj integrisanog modela lojalnosti korisnika usluga maloprodaje u Srbiji
The development of an integrative model of retail customer loyalty in Serbia
Metapodaci
Prikaz svih podataka o disertacijiSažetak
Osnovni cilj ovog istraţivanja je predloţiti i empirijski ispitati integrisani model
lojalnosti korisnika usluga maloprodaje u Srbiji. Primarnom istraţivanju prethodio je
pregled literature u kojoj su razmatrane kljuĉne determinante lojalnosti korisnika
usluga, poput kvaliteta usluga, satisfakcije i percipirane vrednosti. Istraţivanje je
sprovedeno na osnovu strukturiranog upitnika, na prigodnom uzorku od 737 korisnika
usluga trgovine na malo u nespecijalizovanim prodavnicama sa dominantnim uĉešćem
prehrambenog asortimana, primenom metoda multivarijacione analize podataka u
softverskim paketima SPSS 18 i LISREL 8.80. Rezultati istraţivanja primenom
eksplorativne i konfirmatorne faktorske analize ukazuju na multidimenzionalnost
koncepta kvaliteta usluga maloprodaje u Srbiji. Otkrivene su ĉetiri dimenzije kvaliteta
usluga maloprodaje, koje se mogu imenovati kao (F1) Ponašanje i izgled zaposlenih,
(F2) Ambijentalni uslovi, (F3) Komunikacija sa kupcima i (F4) Prostorni raspored i
asortiman.... Primenom modelovanja pomoću strukturnih jednaĉina otkriveno je da
satisfakcija vrši najznaĉajniji uticaj na lojalnost korisnika, a sledi je percipirana
vrednost, koja pored direktnog, vrši i indirektan uticaj na lojalnost korisnika usluga,
posredovan satisfakcijom. Rezultati ovog istraţivanja ukazuju i na kvalitet usluga kao
znaĉajnu determinantu lojalnosti potrošaĉa. Ova latentna varijabla, iako ne vrši
statistiĉki znaĉajan direktan uticaj na lojalnost korisnika usluga maloprodaje, predstavlja
njenu indirektnu determinantu, vršeći uticaj na percipiranu vrednost i satisfakciju.
Rezultati istraţivanja ukazuju na neophodnost merenja i unapreĊenja satisfakcije
potrošaĉa i percipirane vrednosti usluga, kao i kvaliteta usluga, u cilju kreiranja baze
lojalnih korisnika. S obzirom na to da je istraţivanje sprovedeno na prigodnom uzorku u
budućim istraţivanjima paţnju treba posvetiti formulisanju i testiranju instrumenta za
merenje kvaliteta usluga, kao i merenju satisfakcije i percipirane vrednosti, koje bi bilo
sprovedeno na reprezentativnom uzorku korisnika usluga maloprodaje u Srbiji.
The main objective of this study is to propose and empirically examine an
integrative model of retail customer loyalty in Serbia. A review of literature addressing
key determinants of service customer loyalty, such as service quality, satisfaction and
perceived value, preceded primary research. The study was performed by means of a
structured questionnaire, on a convenience sample of 737 customers of retail trade in
non-specialised, food predominating stores, using techniques of multivariate data
analysis, performed by means of software packages SPSS 18 and LISREL 8.80. Results
of exploratory and confirmatory factor analysis indicate multidimensional nature of
service quality construct in the context of Serbian retailing. Four dimensions of retail
service quality were discovered which can be identified as follows: (F1) Behavior and
appearance of employees, (F2) Atmospherics, (F3) Communication with customers and
(F4) Spatial layout and assortment. Structural equation modelling indicate...d customer
satisfaction as the most significant determinant of customer loyalty, followed by
perceived value, which total effect consisted of both direct and indirect impact on
loyalty, mediated via satisfaction. This study‘s findings also indicate significant impact
of service quality on customer loyalty. Althoug this latent variable did not exert
statistically significant direct impact on customer loyalty, it however indirectly affected
customer loyalty, by the mediating variables of satisfaction and perceived value. Results
of the study indicate the necessity of measurement and improvement of customer
satisfaction and perceived value, as well as service quality, with the aim of creating
loyal customer base. Since the study was performed on a convenience sample of retail
customers, in future studies attention should be paid to the development of service
quality scale and measurement of customer satisfaction and perceived value on a
representative sample of Serbian retail customers.