摘要：The purpose of the research is to investigate Romanian direct sellers’ perceptions oncustomers’ loyalty. The research objectives are: (1) to identify the direct sellers’ perceptions on the conceptof loyalty; (2) to identify the main loyalty techniques that direct sellers use in their work with the clients; (3)to frame the portrait of a loyal customer.As a research method, we used qualitative research based on depth interviews. It is an exploratory andinstrumental research, the results being used for building a questionnaire for a future survey. The investigatedpopulation is represented by direct selling women, with ages beteeen 19 and 30 years. For direct sellers,loyalty is an attitude and also a behavior, it means buying from the same company, from the same seller andpreferring the products of the company. The main loyalty techniques that direct sellers use in their work withthe clients are: promotional actions, personalization the relation with the client and offering stimulants. Theloyal customer is the one who buys companies’ products every month or at least quarterly, spends a monthlyamount of 100 Ron on these products, works with the same seller, pays on time for the order, doesn’t look onlyafter promotions, loves the products, recommends the company to others, doesn’t return the order, wants tobuy more products from the company and trusts its products
关键词：loyal customer; direct selling; qualitative research; cosmetics products
