THE LOYALITY OF ENTERPRISE CUSTOMERS OF WHOLESALE AGRICULTURAL MARKET

Abstract

The aim of the publication is to review issues related to the features of forming the loyalty of customer enterprises of wholesale agricultural market. The specifics of the activity of these companies was caused by the presence on the one side different by share in the market, the volumes of offered of food commodities, potential production potentialities and market opportunities, and on the other side - the presence of a large set of different buyers distinguishing by many features. This and peculiarities of food commodities and the problems of formation of the information base requires the use of non-traditional indicators to assess customer loyalty. The connection of loyalty of clients with their satisfaction has been considered.
The loyalty levels of different types of clients and the determinants of their behavior was found in the empirical part of the elaboration on the basis of the research using a survey among 99 sellers and 300 buyers of the largest Ukrainian agricultural market "Shuvar". The operating customer loyalty programs and the possibility the improvement of it (expansion) have been presented.