Resumen

SANCHEZ DE DUSSO, Francisca; MARTIN, Marcela  y  MASSO DEL VALLE, Alba. Medición y explicación de la lealtad al comercio minorista. Escr. Contab. Adm. [online]. 2012, vol.3, n.2, pp. 11-40. ISSN 1853-2055.

The fight of consumer goods retailers to achieve position has been reflected in the different strategies and actions implemented. The quest for loyalty has been one of the preferred ways. Being less sensitive to price, a loyal client would not change business, and thus be a more profitable client. The aim of this study was to find out the level of loyalty to consumer goods retail trade in the city of Santa Fe (Argentina), focusing on shopping done at the same businesses and on customers' commitment to those businesses. A survey carried out three times among a universe of 209 families provided information about customer buying behavior and appreciation of businesses, which was empirically analyzed using a model that evaluates satisfaction, trust and commitment to the business. The results may guide business people who are interested in getting to know and retaining their customers.

Palabras llave : Loyalty; Retail Business; Competitiveness; Customer.