The influence of the Big Five, WOM communication and satisfaction on consumer loyalty in the Republic of Serbia

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dc.contributor.authorDjukic, Suzana
dc.contributor.authorStankovic, Jelena
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2024-12-03T11:22:16Z
dc.date.available2024-12-03T11:22:16Z
dc.description.abstractThe concept of consumer loyalty plays an important role in business existence in the current competitive business environment. Consumer loyalty is researched in different ways by considering the characteristics of the consumer’s personality, mutual communication between consumers, and their satisfaction with the company, products/services and numerous other determinants. Consumer personality is a potential marketing strategy for increasing loyalty towards a company, product and/or service, because many customers choose products that match their personality. The manner of communicating and conveying the experience of the product also depends on the consumer’s personality traits, and this further affects a consumer’s loyalty. Also, consumer satisfaction is another concept of qualitative and quantitative assessment of consumers after purchase, and it is a predictor of consumer loyalty and a free source of promotion for the company. The authors’ goal is to examine the relationship between the concept of consumer personality, word of mouth (WOM) communication, consumer satisfaction, and loyalty on the mobile phone market in the Republic of Serbia, and then to make relevant conclusions about the mutual influence of the given factors in relation to the conducted empirical analysis. The data was obtained with the help of an online survey questionnaire, while the results were processed in statistical software packages for social sciences SPSS and AMOS. The research results show that all the researched variables included in the paper (Big Five, WOM communication, satisfaction) significantly influence consumer loyalty on the aforementioned market in the Republic of Serbia. The research explicitly builds on and contributes to previous literature on brand management, as it analyzes important predictors of consumer loyalty within a specific research area. Future studies could strengthen the existing literature by analyzing consumer loyalty towards a specific brand.en
dc.formattext
dc.identifier.doi10.15240/tul/001/2024-5-023
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/175636
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectBig Fiveen
dc.subjectWOM communicationen
dc.subjectsatisfactionen
dc.subjectconsumer loyaltyen
dc.subjectRepublic of Serbiaen
dc.subject.classificationM30
dc.subject.classificationM31
dc.titleThe influence of the Big Five, WOM communication and satisfaction on consumer loyalty in the Republic of Serbiaen
dc.typeArticleen
local.accessopen
local.citation.epage229
local.citation.spage211
local.facultyFaculty of Economics
local.filenameEM_4_2024_13
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue4
local.relation.volume27
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