The factor analysis results will show the importance of the relationship between different factors. Some factors predominate the others which makes the customers more satisfied. The important factor coming under this category will always be dealing with product quality and safety. Some of them will have a negative impact. These results will help to improve the relationship with the customer. According to these results of the analysis, they should change their tactics and try for increased market space. These factor analyses will have some limitations also. It is not easy to carry out all the factors for an analysis and sometimes there will not be any positive responses. The article begins by stating that different strategies should be adopted for acquiring new customers and for retaining the existing customers.
This is perfectly true because the factors that we should consider in order to acquire new customers and to retain the existing customers are different. The article states customer loyalty as an important factor that needs retention of customers because it not only provides a permanent customer base but also decreases the marketing expenditure.
The article lays emphasis on customer loyalty which can be used for existing customers and can be developed among new customers. When the customer retention rate of a firm reduces, then it affects the net earnings of the firm negatively. The article does not state that the factor of customer loyalty is highly dependent on the factor of customer satisfaction. The factor of customer loyalty is also dependent on the brand name of the firm as well as the product. Turkish Foods Retailing should concentrate on the factor of customer satisfaction in order to generate customer loyalty and should enhance its own brand name.
The conduction of survey and rating of the participants on the scale of 1-5 helps in understanding the factors affecting customer loyalty. 29 numbers of attributes were taken into consideration for analysis and these 29 factors were classified into five-factor variables for conducting factor analysis in marketing.
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