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2005 | nr 677 | 85--101
Tytuł artykułu

Wyznaczniki lojalności klientów indywidualnych

Treść / Zawartość
Warianty tytułu
The Determinants of Individual Customer Loyalty
Języki publikacji
PL
Abstrakty
W artykule przedstawiono nowe kwestie w zakresie tworzenia i utrzymywania lojalności klientów, odmienne od poglądów dotychczasowych bazujących głównie na satysfakcji nabywców.
EN
In this article, the author presents new issues in creating customer loyalty. The most important determinants of customer loyalty are: customer perception of the product's (brand's) superiority over others, competing products (brands), customer determination to purchase products of a given firm (brand), social support from people and institutions sharing the same values and consumer behaviour (belonging to the same "consumer society") and synergies of all of these factors. If the enterprise is unable to meet these conditions, customer loyalty will wane and the effectiveness of a customer loyalty-building strategy will fall. (original abstract)
Rocznik
Numer
Strony
85--101
Opis fizyczny
Twórcy
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000093844962

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