Istota i znaczenie lojalności klienta w fazie wzrostu i dojrzałości produktu

• Autorzy: Agnieszka Olsztyńska

Warianty tytułu

Customer Loyalty in the Growth and Maturity Product Life Stages

• Języki publikacji: PL

Abstrakty

W artykule przedstawiono pojęcie lojalności. Szczegółowo omówiono proces budowania lojalności klienta w fazie wzrostu produktu oraz istotę lojalności w fazie dojrzałości produktu. Opisano również instrumenty służące zacieśnianiu więzi z klientami oraz wskazano przyczyny utraty klienta.

EN

The importance of customer loyalty has been growing rapidly since companies have to operate in highly competitive markets as they constantly search for competitive advantages. Intense competition along with a greater number of demanding customers have made companies change their attitudes and characters of their relations with their audiences. This article claims that the loyalty concept seems to be of particular importance in two product life cycle stages - growth and maturity. Marketing planning in both stages requires a different mix of instruments that will move customers smoothly through the loyalty ladder. Most marketing initiatives in the growth stage are directed towards reaching new clients and gaining maximum market coverage. The majority of marketing strategies and tactics are focused on the first three steps of the loyalty ladder - moving a prospective customer towards a single purchase customer and then to a repeat customer. To do so, it is thus suggested to incorporate a relationship approach to a traditional marketing mix that will allow for an individualized contact and offer "added value" to the service or product delivered to the customer. While reaching the maturity stage, companies then move customers up to the higher levels of the loyalty ladder. From a repeat customer towards a supporter, then to a member and finally to a partner and advocate. The relationship approach incorporated in traditional marketing mix is suggested to be developed with intense loyalty and partnering programs along with customer relationship management instruments. In the maturity stage companies should particularly focus on identifying reasons for defection, measuring customer retention, lifetime value and second lifetime value, which will help to continue or regain the loyalty of the most valuable customers. (original abstract)

Słowa kluczowe

PL

Klient; Lojalność klientów; Budowanie lojalności klienta; Cykl życia produktu; Zarządzanie Kontaktami z Klientem

EN

Customer; Customer loyalty; Cultivation customer loyalty; Product life cycle; Customer Relationship Management (CRM)

• Czasopismo: Zeszyty Naukowe / Akademia Ekonomiczna w Poznaniu
• Rocznik: 2007
• Numer: nr 87
• Strony: 48--58

Twórcy

autor

Agnieszka Olsztyńska

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