Factors influencing loyalty towards startup products /

This bachelor thesis delves into the critical exploration of factors influencing consumer loyalty towards startup products. By examining various demographic characteristics like age, gender, education, city size, and income, the study aimed to discern correlations with purchasing behavior and impact of some factors on loyalty towards startup products. The methodology involved descriptive statistics to gauge the importance of factors to respondents, followed by regression analysis to ascertain the impact of these factors on loyalty. Key findings reveal that while certain factors such as product quality, customer support, and purchase conditions held consistent importance, only customer tech savviness emerged as a significant influencer of loyalty towards startup products. Other hypotheses regarding factors' influence on loyalty were inconclusive, necessitating further investigation. The study's implications underscore the potential absence of specific factors driving loyalty towards startup products and highlight the importance of targeting a tech-savvy audience for startups. Recommendations for future research include exploring factors in different ways, studying startups across varied categories, and testing additional potential influencers. This research contributes valuable insights for startups seeking to establish and cultivate consumer loyalty amidst their unique challenges. By recognizing the impact of customer tech savviness and the potential limitations of other factors, this study lays a foundation for deeper explorations and strategic approaches in fostering loyalty among startup consumers.

Grantor dc:publisher

Institutional Repository of Vilnius University

Year dc:date

2024

Author dc:creator

• Sharasheuskaya, Maryia,

• Startup, loyalty, customer loyalty, loyalty towards startup products, startup companies

Statement dc:rights

• info:eu-repo/semantics/openAccess

Language dc:language

eng

Repository record dc:identifier

https://repository.vu.lt/VU:ELABAETD210641067&prefLang=en_US

OAI identifier oai:identifier

oai:vu.lt:elaba:210641067