Svetlana Sokolov Mladenović, Suzana Đukić and Jelena Stanković
Modern customer loyalty programs are increasingly based on new technologies and forms of rewards, in which sense customer loyalty programs are increasingly implying the use of mobile applications not only as a means of collecting and realizing points, but also as a means ensuring ease of purchase, the personalization of the offer and entertainment through various types of prize games. Based on these facts, the paper explores the influence exerted by mobile applications on customer trust and loyalty in omnichannel retail. The research draws on Self-Determination Theory to explain the influence of autonomy, competence and relatedness as the key needs of people as customers on their trust and loyalty. The empirical research conducted using the survey method and carrying out SEM analysis showed that mobile applications significantly affected customer loyalty, with the moderators such as age and membership duration in the loyalty program playing a significant role in the process. The research results suggest that customers value the mobile applications that provide them with a sense of autonomy, i.e. control over the purchasing process, strengthen their existing competences and enable them to acquire new ones, making possible connectedness and friendship with other members of the program, thus generating their confidence in the quality and reliability of the mobile application and strengthening customer loyalty to the seller.
Nataša Golubović and Marija Džunić
The design and implementation of the measures aimed at incorporating informal economic activities into the existing formal regulatory framework assume the knowledge of the causes and structure of the informal activity. The influence of the institutional factors that encourage the development of the shadow economy (the tax burden, the degree of the regulation of the economy, the capacity of the state administration) were the subject of extensive theoretical and empirical research. In contrast, the impact of social capital, i.e. the characteristics of social ties and relations, on the shadow economy has been investigated to a much lesser extent. Starting from the fact that the informal sector of the Serbian economy is so widespread that it represents a serious obstacle to the business activities of Serbian enterprises, the aim of this study is to investigate whether the characteristics of social ties and relations, or social capital in the Republic of Serbia (RS), represent a fertile ground for the growth of the shadow economy. In this context, the characteristics and frequency of social contacts, particularized trust and institutional trust will be separately analyzed as the determinants of the shadow economy in RS.