Bäckereien im Wettbewerb – Welche Leistungen sind Kunden und Kundinnen beim Kauf von Backwaren wichtig?

Bakeries are increasingly competing with food retailers. Customer loyalty is thus gaining in importance. Although there are numerous possible customer loyalty measures, it is unclear which specific measures bakeries should use to retain long-term customers. This paper intends to show customer loyalty measures for bakeries, determine their importance through a survey (n=421) and condense them into factors by an explorative factor analysis. In particular, taste, cleanliness of the shop, proximity to home, and competent sales staff are important factors. An essential result is that central features such as the taste and friendliness of the sales staff are important for many customers. Some of the measures identified offer the potential to serve as unique selling points vis-à-vis food retailers.