International Journal for Quality Research 8(4) 481–494 ISSN 1800‐6450 Editors in chief Zdravko Krivokapic Slavko Arsovski Center for Quality Center for Quality Faculty of Mechanical Faculty of Engineering Engineering University of Kragujevac University of Montenegro Serbia Montenegro Editorial board Zora Arsovski Miodrag Bulatovic University of Kragujevac University of Montenegro Serbia Montenegro Vesna Cancer Pavel Castka University of Ljubljana University of Canterbury Slovenia New Zealand Marc-Arthur Diaye Aysegül Akdogan Eker University of Evry -Val Yildiz Technical University d'Essonne Turkey France Bulent Eker Jovan Filipovic Namik Kemal University - University of Belgrade Tekirdag Serbia Turkey Janko Hodolic Jaroslava Hyrlova Faculty of Technical Science University of Pardubice University of Novi Sad Czech Republic Serbia Stanislav Karapetrovic Veijo Kauppinen University of Albert Helsinki University of Technology Canada Finland Alireza Lari Luc Laperriere Fayetteville State University Universite du Quebec a Trois-Rivieres USA Canada Miodrag Lazic Andjelko Lojpur University of Kragujevac University of Montenegro Serbia Montenegro Ramezanali Mahdavinejad Vladimir Modrak University of Tehran Technical University of Kosice Iran Slovakia Bernhard Müller Gordana Nikolic Dresden University of Business School PAR Technology Croatia Germany Duc Truong Pham Milan Perovic University of Birmingham University of Montenegro United Kingdom Montenegro Darko Petkovic Cornelia Petroman University of Zenica University of Agricultural (BIH) Federation of Bosnia and Sciences and Veterinary Herzegovina Medicine of Banat Timisoara Romania Goran Putnik Adolfo Senatore University of Minho University of Salerno Portugal Italy International Journal for Quality Research 8(4) 481–494 ISSN 1800‐6450 Mirko Sokovic Vidoje Vujic University of Ljubljana University of Rijeka Slovenia Croatia Milan Vukcevic Mirjana Pejic Bach University of Montenegro University of Zagreb Montenegro Croatia Sikora Tadeusz Nina Nikolajevna Aniskina Cracow University of Economics Pastukhov State Academy of Industrial Poland Management Russia Martí Casadesús Osvaldo Quelhas University of Girona Universidade Federal Fluminense Spain Brasil Paulo Ávila University of Girona Polytechnic Institute of Porto Portugal Assistant editors Aleksandar Vujovic Miladin Stefanovic Center for Quality Center for Quality Faculty of Mechanical Faculty of Engineering Engineering University of Kragujevac University of Montenegro Serbia Montenegro Technical editors Snezana Nestic CIM Center Faculty of Engineering University of Kragujevac Serbia Indexing International Journal for Quality Research 8(4) 481–494 ISSN 1800-6450 Igor Klopotan1 Kresimir Buntak IMPACT OF EDUCATION, GENDER AND Ivana Drozdjek AGE ON CONSUMER LOYALTY Abstract: In this paper the important parameters of customer Article info: loyalty and impact of education, gender and age of the Received 23.05.2014 respondents will be tested. The study was conducted in the Accepted 9.10.2014 Republic of Croatia, as part of research relevant parameters of customer loyalty, loyal consumer behavior and the role of UDC – 638.124.8 social networks in building and maintaining a loyal behavior. The concept of loyalty has a strong foothold in marketing theories and in theories of intellectual capital companies. Loyalty has been related to the management of intellectual capital, especially relational capital, as a component of intellectual capital. In terms of loyalty, series of key parameters that describe it or have an effect on it, and thus impacting the company's business appear. Keywords: marketing, loyalty, relational capital, customer loyalty management, quality managemen 1. Introduction1 of intellectual capital. Loyalty appears as series of key parameters that describe the Constant changes of environment and loyalty and more or less significant influence business conditions in the context of the on it, and thus the impact on the company's success and survival of the enterprise market business. This paper examines the impact of opens the need for finding stable spots that education, gender and age on the consumer’s might be starting point for management in loyalty, and what are the key parameters that terms of successful management. In this significantly affect loyalty. The study was context, certainly important role has conducted in the Republic of Croatia on a customer with all its demands, whose radnomly selected sample of 479 influence may have positive or negative respondents. connotations on the efficiency and effectiveness of business. For this reason, 2. Consumer loyalty increasing interest of not only scientists but also experts evokes the concept of customer 2.1 Definition of customer loyalty loyalty and its impact on the business operations and competitiveness of Loyalty in the literature is defined a number companies. Loyalty is also connected to the of different definitions: the repeated management of intellectual capital, purchases up to exceptional strong sense of especially relational capital as a component obligation for repeated purchase or defending the desired product or service in 1 the future, which in itself causes repeating Corresponding author: Igor Klopotan purchase of the same brand or brand group, email: [email protected] despite situational influence and marketing 481 efforts that have the potential to cause a / customer into a lifetime business partners - change in customer behavior (Oliver, 1999). customers: According to the Uncelsu (Evanschitzky et no need to look for new customers al., 2012) loyalty can be viewed in several increase in sales dimensions and models as well as one- strengthening in market position dimensional attitude that leads to respect the increase in customer loyalty customer and a particular brand or service decrease in business costs and products; as characteristics of repeated increase in profits behavioral; as well as the repeated purchase enhancement of the enjoyment and guided by individual characteristics and the pleasure of daily work reasons for the customer. Loyalty is considered the key in the survival Oliver claims that the it should be clearly of the business (Marti, 2011), especially in separated the brand loyalty and product or the context of e-commerce. Studies show service satisfaction because satisfaction is that 5% of customer retention increases only one element of loyalty, but certainly not profitability in the range 25% - 85%. the only one (Lin and Liang, 2011), and it should not be confused neither exclusively to Loyalty generates a positive the act of repeated purchases because it recommendation to the impact on the depends on many other factors (Iglesias et behavior of other potential clients. In al., 2011). addition, faithful and loyal customers are less likely to change supplier, the place of 2.2 The concept of customer loyalty purchase or brand because of the price. The terms of satisfaction and loyalty are so Particular significance for the company is to closely linked, and the concepts of create a circle of loyal customers, and the satisfaction, value and loyalty are supported results of the research show that there are by empirical evidence, as shown in Figure 1 seven reasons to divert disposable consumer (Hoisinggton and Naumann, 2003). Figure 1. Loyalty model 482 I. Klopotan, K. Buntak, I. Drozdjek Such model of loyalty shows four stages and company's image. Strengthening the image shows the relationships that lead to customer leads to the improvement of competitive loyalty (Andronikidis et al., 2008). position, and largely depends on the success According to this model, it is evident that all of the brand or brands of the company. The moves from the internal business results, or brand is a set of tangible, visible components attributes that have a product or service. and intangible components of a product or These attributes are transferred to the service. The key role of the brand in evoking customer perception of products and services feelings, usually loyalty with consumers and create customer opinion about a product (Buntak, 2010). The brand is not just a name or service. This opinion can lead to loyalty or logo, it is the emotional experiences of behaviors that consequent later and reflect customers and customer using brand on the financial performance, profit and becomes part of the "stories" and feels finally on the value of company shares. belonging to a group that is associated with the brand. The brand is a promise that the 2.3 The impact of consumer loyalty on company will deliver predictable the value of intellectual capital of characteristics of a product or service. So organization successful brand achieves strong relationship with the user, affects on the way of life and Intellectual capital is the set of knowledge creates the lifestyle and image, and has fans and skills of employees that they converted not customers. At the same time helping to into value on the market. According to build a positive image of the company, raises Edvinsson and Malone, intellectual capital the total market value of the company and can be divided into three basic forms, while allows expansion into new complementary recent studies added a fourth form, products and entirely new market segments. intellectual property (Buntak, 2010): So brand indirectly through the value of intellectual capital affects on the value and human capital, which includes success of the company. In other studies the knowledge, skills and abilities, and concept of loyalty