Marketing research regarding business type customer loyalty for noncarbonated beverages on the Romanian market
Marketing research regarding business type customer loyalty for noncarbonated beverages on the Romanian market

Summary/Abstract: The retention process for most goods and services implies the deployment of complex resources within an exactly defined timeframe. Adapting a retention strategy will undoubtedly be carried out taking into account the characteristics of the product or service considered.The customer retention activity is maybe the most important barometer for the complexity and level of conceptualization for the organizational marketing strategy itself. No economic entity can evolve in its reference environment unless it benefits from a coherent strategy for creating and delivering value on it’s specific market.From this respect the present article using a qualitative type research – semi structured in depth interview among business type customers for noncarbonated beverages defines and investigates the concept of loyalty, variables regarding loyalization and the particular relationship between satisfaction and loyalty for the considered products. The conclusions of the authors proposed a new approach to the concept of loyalty based on variables that define it in different market contexts.For fully defining the loyalty concept a broad area of future research has to be done, especially regarding the Romanian market environment which is influenced by a continuous maturization process of the Romanian consumers

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