Zakres i możliwości badania lojalności nabywców

• Autorzy: Halina Szulce , Karolina Janiszewska

Warianty tytułu

The Scope and Possibilities of Measuring Brand Loyalty

• Języki publikacji: PL

Abstrakty

Artykuł jest próbą zaprezentowania dostępnych metod badawczych wykorzystywanych w pomiarach lojalności wobec marki wraz z oceną możliwości ich wykorzystania w praktyce gospodarczej.

EN

The reason for creating research methodology to determine the level of customer loyalty is the strategic importance of loyalty for companies. The definition of the term 'loyalty' limits the scope of research on customer loyalty. There are two general trends concerning the definition of loyalty. The first approach concentrates on actual consumer buying behavior related to the fact of purchasing a certain brand and its recurrence. The second approach to the definition of customer loyalty involves the aspects of competitiveness and the involvement of customers in the process of buying a given brand. Therefore, the difference in measurements of brand loyalty is related to the difference in the understanding of this term. Behavioral measures identify the recurrence of purchase while indirect measures refer to emotional connection between consumers and brands. Those measures are complementary and in order to obtain the complete data concerning customer loyalty, both behavioral and indirect measures should be used. The basic problem which arises here is deciding on their effectiveness. The difficulties concern the following aspects of customer loyalty: impossibility to define clear reasons for purchasing a particular brand, difference between habitual behavior and customer loyalty and deciding how long a customer has to purchase a certain brand to call it brand loyalty. (original abstract)

Słowa kluczowe

PL

Lojalność klientów; Klient; Zachowania konsumenta

EN

Customer loyalty; Customer; Consumer behaviour

• Czasopismo: Prace Naukowe Akademii Ekonomicznej we Wrocławiu
• Rocznik: 2003
• Numer: nr 1004 Badania marketingowe : metody, tendencje, zastosowania
• Strony: 233--241

Twórcy

autor

Halina Szulce

autor

Karolina Janiszewska

Bibliografia

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