Customer satisfaction, loyalty, knowledge and competitiveness in the food industry

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Year of publication 2019
Type Article in Periodical
Magazine / Source Economic Research-Ekonomska Istraživanja
MU Faculty or unit

Faculty of Economics and Administration

Keywords customer expectation; customer satisfactionmodel; perceived qualityand value; productknowledge; competitiveness; food industry
Description The subject of this article is customer satisfaction, loyalty, know-ledge and business competitiveness from the perspective of afood-industry customer. This article aims to analyse the relation-ship between customer satisfaction, customer loyalty, productknowledge, business competitiveness and other selected factorswhich influence customer satisfaction. The research is aimed atcustomers who purchase the product in question repeatedly andhave personal experience with this product. The research was car-ried out using a questionnaire which was presented to therespondents, who were customers of the selected companies. Inorder to model the relationships between the factors, a structuralequation model approach was used. The research showed the dir-ect influence of the product-knowledge variable on customerexpectation and product competitiveness, as well as the influenceof customer loyalty on product knowledge. Increased loyalty thusleads to the customer’s increased knowledge of the product. Therate of repeat purchase of the same product is important for therelationship between the variables. In this case, customer expect-ation was shown to be an important variable which is influencedby customer satisfaction. It can be concluded that when a prod-uct’s price is set correctly in relation to its quality, the price doesnot affect other research factors.
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