<abstract xmlns="http://www.w3.org/1999/xhtml"><bold>Background:</bold> Recent research on customers’ loyalty mostly focuses on several indicators, such as price, income and promotion. However, the level of income and its impacts on customers' loyalty have not been investigated in greater details.<bold>Objectives:</bold> The main goal of this research is to investigate how different levels of income influence customers' loyalty.<bold>Methods/Approach:</bold> This paper tries to investigate customers' attitudes towards selected loyalty determinants, based on the survey research.<bold>Results:</bold> Several different factors which influence customers' loyalty are identified. Research results confirmed that the level of income has a significant influence on customers’ attitude towards loyalty determinants in Croatia.<bold>Conclusions:</bold> Besides the scientific contribution, this research on customers’ loyalty also has practical implications important when undertaking further steps for developing conceptual models of customers’ loyalty.</abstract>

Background: Recent research on customers’ loyalty mostly focuses on several indicators, such as price, income and promotion. However, the level of income and its impacts on customers' loyalty have not been investigated in greater details.Objectives: The main goal of this research is to investigate how different levels of income influence customers' loyalty.Methods/Approach: This paper tries to investigate customers' attitudes towards selected loyalty determinants, based on the survey research.Results: Several different factors which influence customers' loyalty are identified. Research results confirmed that the level of income has a significant influence on customers’ attitude towards loyalty determinants in Croatia.Conclusions: Besides the scientific contribution, this research on customers’ loyalty also has practical implications important when undertaking further steps for developing conceptual models of customers’ loyalty.

Impact of Income on Customers' Loyalty: Are Customers with Higher Income more Loyal?

Faculty of Commercial and Business Sciences, Celje, Slovenia

Business Systems Research Journal

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Background: Recent research on customers’ loyalty mostly focuses on several indicators, such as price, income and promotion. However, the level of income and...

Impact of Income on Customers' Loyalty: Are Customers with Higher Income more Loyal?

Published Online: May 28, 2016

Page range: 81 - 88

Received: May 08, 2015

Accepted: Oct 05, 2015

DOI: https://doi.org/10.1515/bsrj-2016-0006

Keywords
marketing, loyalty, economics, customer loyalty management

© 2016 Igor Klopotan et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Impact of Income on Customers' Loyalty: Are Customers with Higher Income more Loyal?

Published Online: May 28, 2016

Page range: 81 - 88

Received: May 08, 2015

Accepted: Oct 05, 2015

DOI: https://doi.org/10.1515/bsrj-2016-0006

Keywordsmarketing, loyalty, economics, customer loyalty management

© 2016 Igor Klopotan et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
marketing, loyalty, economics, customer loyalty management