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Research Paper | Psychology Science | Volume 15 Issue 6, June 2026 | Pages: 429 - 433 | Republic of the Congo
Analysis of Relational Loyalty Strategies in Informal Trade: A Study of Small Retailers Practices in Lubumbashi
Abstract: This study highlights the significance of informal trade in Lubumbashi and its role in the economic survival of local populations. It employs a mixed-methods approach combining surveys, interviews, and observations to analyze customer loyalty strategies. The results indicate that dominant practices revolve around welcoming customers, service quality, attentive listening, and customer relationships. These findings align with loyalty theories, particularly those of Lehu and Barouch, which emphasize customer satisfaction and orientation. Laethem?s one-to-one marketing approach is also confirmed through the informal personalization of offers. Ducret?s theory regarding micro and small enterprises is validated by the merchants? adaptability despite limited resources. However, a gap exists between theory and practice, mainly due to the lack of formalization and modern tools. The study also reveals that strategies are largely intuitive rather than structured. Data triangulation enhances the reliability of the results by demonstrating convergence between qualitative and quantitative findings.
Keywords: relational loyalty strategies, informal trade
How to Cite?: Mushibwe Kapansa Lilianne, "Analysis of Relational Loyalty Strategies in Informal Trade: A Study of Small Retailers Practices in Lubumbashi", Volume 15 Issue 6, June 2026, International Journal of Science and Research (IJSR), Pages: 429-433, https://www.ijsr.net/getabstract.php?paperid=SR26401012403, DOI: https://dx.dx.doi.org/10.21275/SR26401012403