Consumer’s Loyalty? : A qualitative research on the consumer's perspective of what makes them stay loyal.

Background: In the field of marketing, relationship marketing plays an important role in establishing strong and long-term customer relationships, and in addition to this, the type of relationship between companies and consumers is also worth discussing. In a sense, value is the biggest component of relationship marketing. Consumers think that the value created by relationship marketing is more important than the product or service itself, and also value is the biggest component of relationship marketing, therefore, customers will perceive the value of a relationship because of their satisfaction, trust, loyalty, experience. Purpose: The purpose of this project is to explore what leads consumers to stay loyal. Methodology: The methods of qualitative research and the deductive approach have been used in this paper. In order to collect data, focus groups and semi-structured interviews give the opportunity to the researcher to get a realistic perception. When conducting the focus group, 8 participants have been selected which are between 22-40 years old, 4 males and 4 females. Findings: The findings of this research showed that in order for a consumer to stay loyal to a company, factors such as quality, service, discounts, positive experience and engagement have a specific matter. Furthermore, when these factors are met, this makes the consumer want to maintain a relationship with the company, which in other words means staying loyal.