CUSTOMER LOYALTY – SPECIFIC FEATURES OF RETAIL
                 ACTIVITY IN BUCHAREST


               Iacob Cătoiu, Academy of Economic Studies, Bucharest, Romania
                    Daniel Adrian Gârdan, Spiru Haret University, Romania
                  Iuliana Petronela Geangu, Spiru Haret University, Romania

ABSTRACT: Altough the consumer behavior in the field of consumer goods industry
represents a relatively common area of interest in nowadays scientific literature, their loyalty
is part of a research area insufficiently studied at the level of Romanian market. Authors aim
to investigate throughout a quantitative marketing research issues regarding customer’s
loyalty for a well-known supermarket chain in Bucharest.
The findings may have a wide range of applicability, the identified variables and highlighted
features could form the basis for substantiation of marketing strategies aimed for customer
loyalty.Current customers in the specific urban environment of Bucharest show great
sensitivity to offer, location, daily shopping basket, etc, while there are at the same time
prerequisites for a loyal type behavior.

Key words: customer loyalty, retail chain, marketing strategies

JEL codes: M31, D12