Abstract

In the global world the competition in the business sector motivates the companies to pursue the goal of increasing the competitive advantage and keeping the constant growth. Marketing professionals state that a modern company has to create and support a long-term relationship with its buyers. This relationship will safeguard the company from losing its market share and the kept loyal buyers will also increase the revenue as keeping the old buyers is a lot cheaper than attracting the new ones. After the literature analysis it is clear that the definition of the loyalty is unambiguous despite the research that lasted over three decades. The academicians state that the definiton of loyalty is separated into three groups. The newest one states that the loyal buyer is the one who buys certain goods or services repeatedly and recommends the mentioned to the friends or colleagues. A loyal buyer is also tied to the company through a long-term relationship. Most buyers would like to have a better service quality. Second biggest desire is the price. The third criteria is cash registers without any queues. The fourth group desires a better parking lot. All in all, these criterias suggest that the buyer wants an easier, faster and more comfortable buying experience.