PREDICTING CUSTOMER LOYALTY LEVELS OF PROFESSIONAL CUSTOMERS: THE CASE OF BALKANS

Authors

  • Nenad Perić Full time Professor, PhD, Metropolitan University and University Union-Nikola Tesla, Belgrade, Serbia
  • Mirjana Milovanović Assisting Professor, PhD, Banja Luka College, Banja Luka, Bosnia and Hercegovina
  • Tihomir Vranešević Full time Professor, PhD, University of Zagreb, Faculty for Economics, Zagreb, Croatia

DOI:

https://doi.org/10.7251/EMC2002319P

Abstract

The paper presents the results of customer satisfaction survey in the auto spare parts industry through the presented analyses conducted in period from 2015 to 2018 on a sample of 3269 professional customers of a company that operates in the region of Balkans: Bosnia and Herzegovina (BIH), Republic North Macedonia (RNM) and Serbia (SRB). The Categorical Regression Analysis (CATREG) was used as a method of predicting the level of customer loyalty by combining variables from the survey-questionnaire with regard to the relationship between the sales staff and the characteristics of the products themselves. The study identifies that for BIH the range of goods, delivery and the price and quality ratio have the greatest impact on customer loyalty, for RNM the assortment of goods, delivery and manner of resolving complaints, while in Serbia the delivery of goods and the resolution of complaints, have the greatest importance in anticipating the level of loyalty of customers.

Author Biographies

Nenad Perić, Full time Professor, PhD, Metropolitan University and University Union-Nikola Tesla, Belgrade, Serbia

Full time Professor, PhD, Metropolitan University and University Union-Nikola Tesla, Belgrade, Serbia

Mirjana Milovanović, Assisting Professor, PhD, Banja Luka College, Banja Luka, Bosnia and Hercegovina

Assisting Professor, PhD, Banja Luka College, Banja Luka, Bosnia and Hercegovina

Tihomir Vranešević, Full time Professor, PhD, University of Zagreb, Faculty for Economics, Zagreb, Croatia

Full time Professor, PhD, University of Zagreb, Faculty for Economics, Zagreb, Croatia

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Published

2020-12-18