出版社：Visoka poslovna škola strukovnih studija, Novi Sad
摘要：Loyal consumers are partner enterprises and they represent stable source of income.Companies are more interested in maintaining the existing consumers,rather than attracting the newones,because loyal consumers are the most valuable asset.The aim of this article is to develop an integrative conceptual framework for creating and maintaining consumer loyalty,and,at the same time,to be based on a thorough review of the relevant literature and the current market situation.In this context,empirical research was carried out by using the survey method on a random sample of 165 respondents.Based on the research conducted,important factors that influence consumer loyalty were identified.
其他摘要：Lojalni potrošači su partneri preduzeća i predstavljaju stabilan izvor prihoda.Preduzeća su više usmerena ka zadržavanju postojećih,nego ka privlačenju novih potrošača,jer lojalni potrošači predstavljaju najvredniju imovinu preduzeća.Cilj ovog članka je d
