摘要：AbstractCustomer retention and relationships with customers are the main focus of global companies who intend to stay competitive and have profit sustainability. Since companies’ main focus is higher profit, then having customer loyalty is the key to that. Loyal customers are advocates of companies with positive word-of-mouth, recommendations and future buying. This research is a country case study and its main objective is to understand the effect of switching-costs, product quality and corporate image on customer loyalty in the retail market in Kosovo. This study suggests that companies should focus on the store location, products’ price, quality and corporate image if they want to have lower costs, create competitive advantage and have higher profit. This research has been conducted by collecting primary data through questionnaires. Statistical analysis using SPSS Statistics were conducted during the research.
