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Tytuł:
On the Application of Classification Trees to Analyze Customer Loyalty and Satisfaction
O zastosowaniu drzew klasyfikacyjnych w analizie satysfakcji i lojalności klientów
Autorzy:
Michalak, Jarosław
Powiązania:
https://bibliotekanauki.pl/articles/906873.pdf
Data publikacji:
2007
Wydawca:
Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
Tematy:
classification tree
customer loyalty and satisfaction
Opis:
It became more important to recognize customer expectations and to oiler product properties, which convince customer to buy the analyzed product. In customer loyalty and satisfaction analysis methods, classification trees play a very important role. The aim of the paper is to present an application of tree - structured models to analyze product properties influencing buying decision of the target group.
Rozpoznawanie oczekiwań klientów co do jakości oferowanych im produktów odgrywa istotną rolę w planowaniu strategii marketingowej firmy. W artykule zaproponowano wykorzystanie metody rekurencyjnego podziału w analizie lojalności i satysfakcji klientów firmy Paul Hartmann, zainteresowanych nabyciem ciśnieniomierzy. Celem prowadzonych badań było wskazanie tych cech produktu, które mają największe znaczenie w procesie podjęcia decyzji o jego zakupie oraz opisanie reguł klasyfikacyjnych, dotyczących klientów grupy docelowej.
Źródło:
Acta Universitatis Lodziensis. Folia Oeconomica; 2007, 206
0208-6018
2353-7663
Pojawia się w:
Acta Universitatis Lodziensis. Folia Oeconomica
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
CORPORATE REPUTATION AND CUSTOMER LOYALTY AS THE MEASURES OF COMPETITIVE ENTERPRISE POSITION – EMPIRICAL ANALYSES ON THE EXAMPLE OF POLISH BANKING SECTOR
Autorzy:
Szwajca, Danuta
Powiązania:
https://bibliotekanauki.pl/articles/488883.pdf
Data publikacji:
2016
Wydawca:
Instytut Badań Gospodarczych
Tematy:
reputation
customer loyalty
competitive position
banking sector
Opis:
In order to determine the competitive position of a company not only the traditional measures of market position (market share) and financial position (financial ratios) are used, but also the qualitative measures concerning intangible resources. Customer satisfaction and customer loyalty are the two most commonly applied qualitative measures. Due to the growing importance of intangible resources, and of reputation in particular, the need arises to use the reputation indicator as a measure of competitive position in achieving a long-term competitive advantage and building the enterprise value. The purpose of this article is to identify the competitive position indicated by the level of corporate reputation in comparison with the customer loyalty indicator and the most popular traditional measures based on the example of banking sector. For calculation of qualitative measures the method of survey was used, conducted among the retail banking customers. The study showed a weak relationship between reputation and loyalty: the banks that received the highest ratings of reputation, obtained the poorest results in terms of loyalty. Due to the limited subjective and methodological scope of research, the results cannot constitute a sufficient basis to prove this thesis, however, they may constitute a good starting point for conducting broader research in this area.
Źródło:
Oeconomia Copernicana; 2016, 7, 1; 91-106
2083-1277
Pojawia się w:
Oeconomia Copernicana
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
What do German bank customers want? The importance of customer expectations and the failure of the integral customer advisory service
Autorzy:
Hastenteufel, Jessica
Kiszka, Sabrina
Powiązania:
https://bibliotekanauki.pl/articles/1201255.pdf
Data publikacji:
2020
Wydawca:
Akademia Górniczo-Hutnicza im. Stanisława Staszica w Krakowie. Wydawnictwo AGH
Tematy:
customer expectations
customer satisfaction
customer loyalty
integral customer
advisory service
Opis:
Banks and financial service providers are currently facing numerous challenges due to the ongoing cheap money policy of the European Central Bank, an increasingly regulated market environment and a rapidly progressive digitization. The ongoing decline in interest income and the stagnating of a banks commission income are currently leading to a reduction of a banks total income. In addition, there is digitization that brings numerous new competitors into the market and changes the core business models of banks. As a result, the general conditions in the financial sector change fundamentally and continue to do so in the near future. Moreover, the behaviour and expectations of bank customers have changed in a way that factors such as “convenience”, “flexibility” and “speed” have become increasingly important for them. For this reason, we will start with a theoretical overview of the status quo and the current challenges banks are facing and then present the results of our customer survey to highlight the current expectations of bank customers. Based on this, we formulate recommendations for banks on how to meet their customers’ expectations.
Źródło:
Managerial Economics; 2020, 21, 1; 7-47
1898-1143
Pojawia się w:
Managerial Economics
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Wybrane czynniki demograficzne jako determinanta lojalności klientów
The selected demographic factors as a determinant of customer loyalty
Autorzy:
Caputa, W.
Powiązania:
https://bibliotekanauki.pl/articles/323111.pdf
Data publikacji:
2015
Wydawca:
Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
Tematy:
lojalność
kapitał klienta
postawa klienta
customer loyalty
customer capital
customer attitude
Opis:
Kluczowym wyzwaniem dla przedsiębiorstwa jest obecnie pozyskanie i utrzymanie klientów w długim okresie. Rodzi to konieczność ukierunkowania działań na kreowanie lojalności klientów, a co za tym idzie identyfikacji czynników determinujących ich zachowania nabywcze. W zbiorze tych czynników wskazuje się również na czynniki demograficzne. W efekcie, weryfikację postawionych hipotez, zakładających istnienie związku pomiędzy wiekiem oraz płcią klientów a ich zachowaniem nabywczym, oparto na badaniach ankietowych przeprowadzonych na rynku piwowarskim, które poddano analizie statystycznej.
A key challenge for the company is currently attract and retain customers over the long term. This raises the need for direct action to create customer loyalty, and thus to identify the factors determining their purchasing behavior. The collection of these factors also indicates demographic factors. As a result, verification of hypotheses, which assume a relationship between the age and gender of customers and their purchasing behavior based on survey research conducted on the beer market, which were statistically analyzed.
Źródło:
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska; 2015, 86; 29-38
1641-3466
Pojawia się w:
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Ryzyko lojalnościowe - ze szczególnym uwzględnieniem jego oceny i pomiaru
Loyalty Risk – with Special Consideration to its Evaluation and Measurement
Autorzy:
Hap, Wiesława
Powiązania:
https://bibliotekanauki.pl/articles/1195928.pdf
Data publikacji:
2012
Wydawca:
Szkoła Główna Handlowa w Warszawie
Tematy:
loyalty
risk
risk of customer loyalty
risk manegement
risk assessment methodology
Opis:
Making decisions about investments in human capital is burdened with risk. Therefore, it is necessary to master risk handling. This also applies risking the loyalty of employees in the organization. The article defines the concept of risk based on loyalty and the chosen method attempts to estimate it, indicating the instruments dealing with risk loyalty.
Źródło:
Edukacja Ekonomistów i Menedżerów; 2012, 23, 1; 160-177
1734-087X
Pojawia się w:
Edukacja Ekonomistów i Menedżerów
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Customer Perceived Value Towards Convenience Stores in Malaysia: The Influence on Customer Satisfaction,Loyalty and Retention
Autorzy:
Animashaun, Abdulrauf
Tunkarimu, Tarila Iman
Dastane, Omkar
Powiązania:
https://bibliotekanauki.pl/articles/540584.pdf
Data publikacji:
2016
Wydawca:
Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
Tematy:
Customer Perceived Value
customer satisfaction
customer loyalty and retention
convenience stores
Malaysian retail
Opis:
Numerous researchers have centred their attention on Customer Perceived Value towards brands but only a few have focussed on CPV towards convenience stores. The main purpose of the research is to measure the CPV dimensions and identify which dimension infl uences customer satisfaction and as a result leads to customer loyalty and retention for convenience stores in Malaysia. Independent variables such as functional, conditional, social, emotional and economic values were taken into account; the number of 200 customers were sampled, using a blend of explanatory and descriptive research design and a quantitative research method. The reliability was measured ranging from (α =.560-.966) using Cronbach’s alpha. The application of descriptive statistics and correlation analysis was intended to explain the relationship between the independent and dependent variables of the research, whereas the inferential statistics and linear regression were used to test the hypotheses; with a signifi cance level p ≤ 0/05 whereby the fi ndings of the research showed that economic value has a high infl uence on customer satisfaction as well as loyalty and retention. However, based on the fi ndings customers are highly infl uenced by the economic value they get from a convenience store. Among the realistic contributions are positioning value pricing, formulating a strategy that encourages convenience value, connects to customers’ emotions during shopping and also creates a diverse approach that sets a convenience store apart from another. However, there is a need for future studies to extend the model of this research by adding other perceptions such as demographic features of the consumers.
Źródło:
Journal of Marketing and Consumer Behaviour in Emerging Markets; 2016, 2(4); 4-27
2449-6634
Pojawia się w:
Journal of Marketing and Consumer Behaviour in Emerging Markets
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Zjawisko jednostronnych zmian zasad umów przez banki i ich wpływ na zachowania oraz lojalność klientów
The occurrence of unilateral changes in the terms and conditions of bank contracts and their impact on customer behavior and loyalty
Autorzy:
Zabrocki, Romuald
Suszek-Namroży,, Anna
Powiązania:
https://bibliotekanauki.pl/articles/509800.pdf
Data publikacji:
2015-08-31
Wydawca:
Polskie Towarzystwo Ekonomiczne
Tematy:
usługi bankowe
zachowania klientów
lojalność klientów
banking service
customer behavior
customer loyalty.
Opis:
Banki ze względu na specyfikę swojej działalności zaliczane są do instytucji wysokiego zaufania społecznego. Mając to na względzie muszą świadczyć usługi o najwyższym poziomie jakości, wzbudzać zaufanie u klientów, jak też dawać im poczucie stabilności i bezpieczeństwa. W ostatnich latach zjawiskiem, które budzi znaczący niepokój wśród klientów jest praktyka jednostronnych zmian umów przez banki. Celem badań podjętych przez autorów było określenie postaw i zachowań klientów banków wobec jednostronnych zmian warunków umów przez bank oraz wpływu tego zjawiska na lojalność klientów. Podstawowym materiałem badawczym była ankietyzacja. W toku przeprowadzonych badań stworzony został formularz ankietowy. Ankieta obejmowała 10 pytań o charakterze otwartym i półotwartym. Badanie przeprowadzono w 2013 r. wśród 100 klientów wybranych banków z rejonu Trójmiasta, zróżnicowanym pod względem wieku i osiąganego miesięcznego dochodu. Na podstawie uzyskanych wyników stwierdzono, iż mimo negatywnego stosunku badanych respondentów (51%) do zjawiska jednostronnej zmiany umowy przez bank nie wpływa ono znacząco na lojalność klientów.
Banks, because of the specific nature of their activity, belong to a group of institutions enjoying high public confidence. With this in mind, they have to offer services of the highest quality, to raise confidence in customers, as well as to provide them with a sense of stability and security. A phenomenon that causes considerable anxiety among clients is the practice of unilateral changes in the contractual terms made by banks. The aim of the research undertaken by the authors was to describe attitudes and behaviours of bank customers towards unilateral amendments of contractual terms by the bank and the effect of this phenomenon on customer loyalty. The basic research material was a survey. The conducted studies resulted in creating a survey questionnaire consisting of 10 open-ended and semi-open-ended questions. The survey was conducted in 2013 among 100 customers of selected banks in the Tricity area, diversified in terms of age and monthly income. On the basis of the results obtained, it was found that despite a negative attitude of respondents (51%) towards unilateral amendments of contractual terms by the bank, this does not significantly affect customer loyalty. Key words: banking service, customer behavior, customer loyalty.
Źródło:
Zeszyty Naukowe Polskiego Towarzystwa Ekonomicznego w Zielonej Górze; 2015, 2, 3; 121-134
2391-7830
2545-3661
Pojawia się w:
Zeszyty Naukowe Polskiego Towarzystwa Ekonomicznego w Zielonej Górze
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The mediating role of customer satisfaction and Customer-Company identification in the relationship between corporate social responsibility and customer loyalty (Case study: customers pasargad Bank)
Autorzy:
Rashid, Ali Asghar
Rahmati, Mohammad Hossein
Jandaghi, Gholamreza
Powiązania:
https://bibliotekanauki.pl/articles/1192017.pdf
Data publikacji:
2016
Wydawca:
Przedsiębiorstwo Wydawnictw Naukowych Darwin / Scientific Publishing House DARWIN
Tematy:
Social responsibility
customer loyalty
customer satisfaction
customer identification with company
quality of service
Opis:
Customer loyalty issues that in the service sector, due to its dominant competitive environment has great importance. This study sought to evaluate the effects of variables that "corporate social responsibility", "quality of service" and "customer's identification" on "customer loyalty". The purpose of the present study is based on descriptive research methods. Data were collected in this study was a questionnaire that 390 questionnaires among customers of different branches In Tehran Pasargad Bank in the period January to March 2016 were distributed and 372 valid questionnaires were collected. Data were analyzed using correlation analysis and structural equation modeling was performed with SPSS Amos. This research shows that corporate social responsibility, customer satisfaction, customer identification and customer loyalty organization has a significant impact. Thus, banks paid to the issue of social responsibility and community issues they have committed themselves to respect, in terms of customers, banks with higher perceived service quality and customer satisfaction and loyalty have cause to be.
Źródło:
World Scientific News; 2016, 50; 117-130
2392-2192
Pojawia się w:
World Scientific News
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The assessment of business customers’ satisfaction in the B2B market on the example of a metallurgical company
Autorzy:
Pachołek, Bogdan
Sady, Sylwia
Woźniak, Weronika
Powiązania:
https://bibliotekanauki.pl/articles/18104682.pdf
Data publikacji:
2023-09-28
Wydawca:
Szkoła Główna Handlowa w Warszawie. Kolegium Zarządzania i Finansów
Tematy:
metallurgical industry
customer satisfaction
customer loyalty
Net Promoter Score
B2B market
Opis:
The guarantee of a company’s success in the business to business (B2B) market is the acquisition of customers satisfied with the purchased products or services and loyal to the company. The metallurgical industry is a specialised sector with a narrow group of buyers. In order to ensure mutual relations in the B2B market, numerous activities are carried out to strengthen the ties between business partners. One of such activities is the assessment of customer satisfaction, which gives the company an opportunity to learn about the needs, preferences, and expectations of its customers. The aim of the study was to assess the satisfaction of business customers with the cooperation with a chosen company in the metallurgical industry, a world leader among solutions in the metal heat treatment sector. The CAWI (Computer-Assisted Web Interview) technique was used to achieve the aim of the work, in which proprietary research instruments were used. To assess the loyalty of the company’s business partners, the Net Promoter Score (NPS) was used. The study was carried out at the turn of 2021/2022 in two stages of cooperation between the company and its business partners. The first verification was carried out after signing the final protocol and the second after the end of the warranty period. The study was global. 104 companies from various industries and operating on international markets participated in the survey. The results of the conducted research showed a high rating of customer satisfaction with the cooperation with the company. This is evidenced by both the high values obtained of the NPS index (51.7% for tests made after the device was launched, 55.6% for tests carried out after its warranty period), and high ratings of customer satisfaction with the products and services offered by the company. The results of the study also allowed the authors to identify areas of the company’s activity for further improvement.
Źródło:
Journal of Management and Financial Sciences; 2023, 47; 21-33
1899-8968
Pojawia się w:
Journal of Management and Financial Sciences
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The moderating effect of positive word of mouth between service quality and customer loyalty in the hospitality sector: A PLS-SEM approach
Autorzy:
Gontur, Silas
Gadi, Paul Dung
Bagobiri, Esther
Powiązania:
https://bibliotekanauki.pl/articles/2080189.pdf
Data publikacji:
2022
Wydawca:
Uniwersytet Ekonomiczny w Katowicach
Tematy:
service quality
customer loyalty
positive word-of-mouth
hospitality
PLS-SEM
Opis:
Aim/purpose - The main objective of this research is to investigate the relationship between service quality and customer loyalty and the moderating effect of positive word-of-mouth on this relationship in the hospitality sector, in North Central Nigeria. Design/methodology/approach - The research adopted a quantitative technique. Data were collected through a survey technique and Statistical Package for Social Science (SPSS) version 25.0 was used for descriptive analysis. Then SmartPLS 3.3.7 was employed to examine relations between service quality, customer loyalty, and positive word-of-moth. Findings - The current study confirmed that service quality had a significant positive relationship with customer loyalty and positive word-of-mouth moderates the relationship between service quality and customer loyalty. Research implications/limitations - The current study looked at the moderating effect of positive word-of-mouth on the relationship between service quality and customer loyalty in relation to the hospitality sector in North Central Nigeria. Originality/value/contribution - Examination of the moderating role of positive word-of-mouth in this study has aided to fit into the literature gap.
Źródło:
Journal of Economics and Management; 2022, 44; 266-285
1732-1948
Pojawia się w:
Journal of Economics and Management
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Customer-centricity Evolution as a Foundation of Banks Competitive Strategy
Autorzy:
Klimontowicz, Monika
Powiązania:
https://bibliotekanauki.pl/articles/522220.pdf
Data publikacji:
2014
Wydawca:
Uniwersytet Ekonomiczny w Katowicach
Tematy:
Banki
Przewaga konkurencyjna
Lojalność klientów
Satysfakcja klienta
Banks
Competitive advantage,
Customer loyalty
Customer satisfaction
Opis:
During the last few decades the Polish banking market has changed remarkably. Despite the global tendencies as internationalization, globalization and technological progress there are some new tendencies which have already been observed but they probably will strengthen in the nearest future. Among them the most important are: the increase in use and access to banking services, the increase of sector concentration, the profit margin decrease and new market players. All that factors influence the Polish banking market directly and should be taken into account in the process of gaining competitive advantage. The article presents how competitive landscape can influence bank's further market activity, factors which are crucial for maintaining customers satisfaction and loyalty and identifies what should be done to retain and expand bank's customer base in this challenging and increasingly sophisticated market(original abstract)
Źródło:
Journal of Economics and Management; 2014, 16; 45-59
1732-1948
Pojawia się w:
Journal of Economics and Management
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Relationship marketing strategies in the container shipping industry: A qualitative approach
Autorzy:
Tepe, Resul
Arabelen, Gamze
Powiązania:
https://bibliotekanauki.pl/articles/24202514.pdf
Data publikacji:
2022
Wydawca:
Akademia Morska w Szczecinie. Wydawnictwo AMSz
Tematy:
relationship marketing strategies
customer loyalty
customer value
internal capability
maritime logistics value
container shipping
Opis:
Recently, technological advancements, globalization, ongoing mergers and acquisitions, and intense competition have dominated the container shipping industry. This situation has led to the formation of major container shipping lines with similar technologies, offering the same service. In such an environment, a strategic competitive advantage is no longer entirely dependent on the basic features of the service provided and customer relationships, which is more difficult to replicate, has gained importance. Container shipping lines must develop customer-centric relationship marketing strategies that cover the whole organization and marketing activities to survive, and maintain their profitability, in the current competitive environment of the industry. However, these strategies and their implementation are not precisely defined in the container shipping industry. Therefore, this study explores the relationship marketing strategies that are practiced in the container shipping industry. Data is collected via 22 semi-structured interviews with container shipping partners (i.e. container shipping lines and freight forwarders). Loyalty programs and relationship pricing are the most often mentioned relationship marketing strategies that foster customer loyalty in these interviews.
Źródło:
Zeszyty Naukowe Akademii Morskiej w Szczecinie; 2022, 69 (141); 76--88
1733-8670
2392-0378
Pojawia się w:
Zeszyty Naukowe Akademii Morskiej w Szczecinie
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Logistic service as a determinant of customer loyalty in e-commerce
Autorzy:
Skurpel, Dagmara
Powiązania:
https://bibliotekanauki.pl/articles/1929118.pdf
Data publikacji:
2020
Wydawca:
Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
Tematy:
e-commerce
logistic service
customer loyalty
7R
obsługa logistyczna
lojalność klientów
Opis:
Purpose: The purpose of this article is to indicate the importance of logistic customer service for building customer loyalty in e-commerce. Design/methodology/approach: The work is of theoretical and empirical nature. The theoretical part was based on the literature on the subject. The empirical part presents analyzes of a secondary study and the results of own research conducted by the author. Findings: Based on the study, it has been shown that the logistics aspects of electronic commerce expressed in the 7R rule are the foundation for creating satisfaction, and thus e-customer loyalty. Research limitations/implications: In the future, it is advised to conduct ongoing research and analysis of customer expectations for e-commerce logistics to respond, in advance, to changing customer preferences. Practical implications: The research results can be a starting point for building customer service strategies by electronic commerce entities. Social implications: Research shows how digitization affects changes in trade, not just electronics. Originality/value: The article is addressed to business practitioners, e-commerce managers, as well as academics and students interested in the subject of customer loyalty and e-commerce.
Źródło:
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska; 2020, 147; 259-275
1641-3466
Pojawia się w:
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Metody analizy przeżycia w ocenie ryzyka utraty klienta na rynku usług bankowych
Methods of Survival Analysis in an Assessment of Customer Loose Risk in the Banking Services Market
Autorzy:
Skikiewicz, Piotr
Powiązania:
https://bibliotekanauki.pl/articles/589159.pdf
Data publikacji:
2014
Wydawca:
Uniwersytet Ekonomiczny w Katowicach
Tematy:
Analiza ryzyka
Lojalność klientów
Usługi bankowe
Risk analysis
Customer loyalty
Banking services
Opis:
The aim of this research article is to assess the usefulness of survival analysis methods with respect to the response of individual clients to increase in the fees charged by bank for account maintenance. The analysis was carried out with the use of survival tables, Kaplan-Meier method and Cox proportional hazards model. These methods allowed in particular to assess the proportion of bank customers that accept further increases in account fees and to estimate the risk of losing customers when crossing subsequent thresholds of charges. It was found that between groups of customers declaring different levels of loyalty the survival functions there is a statistically significant difference. The estimated Cox proportional hazards models allowed to quantify and compare the risk of losing clients with different levels of loyalty as a result of increase in fees charged by the bank.
Źródło:
Studia Ekonomiczne; 2014, 195; 165-173
2083-8611
Pojawia się w:
Studia Ekonomiczne
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Analiza wpływu lojalności klientów na proces budowania wartości przedsiębiorstwa
Analysis of the impact of customer loyalty on the process of building enterprise value
Autorzy:
Adamska, Małgorzata
Powiązania:
https://bibliotekanauki.pl/articles/10233372.pdf
Data publikacji:
2022-08-31
Wydawca:
Polskie Wydawnictwo Ekonomiczne
Tematy:
efektywność
lojalność klientów
motywy lojalności
satysfakcja
wartość przedsiębiorstwa
effectiveness
customer loyalty
loyalty motives
satisfaction
enterprise value
Opis:
W artykule przedstawiono i scharakteryzowano relację pomiędzy lojalnością klientów (ze szczególnym uwzględnieniem motywów lojalności) oraz przyjmowanymi przez nich postawami a osiąganym poziomem efektywności i wzrostem wartości przedsiębiorstwa. Jego celem jest prezentacja autorskiej koncepcji wpływu lojalności klienta na proces budowania wartości przedsiębiorstwa. Artykuł jest opracowaniem koncepcyjnym, opartym na wynikach pogłębionej kwerendy literaturowej, doświadczeniach autorki płynących ze współpracy z sektorem małych i średnich przedsiębiorstw, jej własnych opracowaniach dotyczących zarządzania relacjami z kapitałem klientów w sektorze MŚP (grant Narodowego Centrum Nauki), a także doświadczeniu zdobytym w prowadzonej działalności gospodarczej. Przedstawione w kwerendzie literaturowej argumenty oraz opracowana koncepcja wpływu lojalności klienta na wartość przedsiębiorstwa stanowią uzasadnienie dla tezy o pozytywnym wpływie lojalności klienta na kształtowanie wartości poprzez wzrost poziomu wskaźnika efektywności. W artykule przedstawiono w formie rekomendacji najistotniejsze działania, jakie mogą być podejmowane przez przedsiębiorstwo w celu stymulowania zachowań konsumenckich, a będące efektem identyfikacji i zrozumienia motywów lojalności klienta.
The article presents and characterizes the relationship between the customer loyalty (with particular emphasis on loyalty motives), the attitudes adopted by them and the achieved level of effectiveness and increase in the value of the enterprise. The purpose of the publication is to present the original concept of the impact of customer loyalty on the process of building enterprise value. The article is a concept study based on: the results of a in-depth literature search query, experiences deriving from cooperation with the sector of small and medium-sized enterprises, the author's own studies on the management of relations with customer capital in the sector of small and medium-sized enterprises (grant from the National Science Center) and experience gained in own business activities. The arguments presented in the literature query and the developed concept of the impact of customer loyalty on the value of the enterprise, constitute a justification for the thesis about the positive impact of customer loyalty motives on shaping the value by increasing the level of the effectiveness index. The publication presents, in the form of a recommendation, the most important actions that can be taken by an enterprise to stimulate consumer behavior, resulting from the identification and understanding of customer loyalty motives.
Źródło:
Marketing i Rynek; 2022, 8; 20-29
1231-7853
Pojawia się w:
Marketing i Rynek
Dostawca treści:
Biblioteka Nauki
Artykuł
Wyświetlanie 1-15 z 54

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