The risks associated with the efforts in the creation of loyal customers

The authors examine the impact of the factors that influence the satisfaction and loyalty of customers in the Croatian retail market. The aim of the chapter was to explore the most important elements influencing the decisions of customers in their choice of retailers in the FMCG market of Croatia. The chapter attempts to determine the risks associated with the creation and maintaining of loyal customers in the FMCG market. The concept of a successful marketing mix includes decisions related to the target market, product range and its procurement, service and store ambiance, price, promotion and the location of retailers. The chapter tries to answer the question of how to build loyal customers and how to keep them in the retail market of Croatia. Additionally, the chapter explores the meaning of loyalty in the context of growth and business performance of retail companies, as well as the importance of loyal customers for the survival of every retail company doing business in the global market.