Warianty tytułu
Types of Customer Loyalty and Their Implications for Companies' Marketing Activities
Języki publikacji
Abstrakty
Od kilkudziesięciu lat teoretycy podejmują próbę identyfikowania i profilowania rodzajów lojalności klientów, dlatego dorobek literatury przedmiotu w tym zakresie jest znaczny, nadal jednak, jak się wydaje, problematyka nie została wyczerpana. Celem artykułu jest próba systematyzacji podejść do klasyfikacji lojalności klientów i określenia konsekwencji wynikających z tego faktu dla przedsiębiorstw upatrujących szans swojego rozwoju w budowaniu relacji (więzi) z wybranymi klientami lub ich segmentami. (fragment tekstu)
In this article, the author presents a typology of customer loyalty and its consequences for companies’ marketing activities aimed at building links with customers. As a complex phenomenon, loyalty is not easy to describe; if oversimplified, it can lead to erroneous conclusions and, consequently, to an inappropriate choice of instruments for influencing buyers’ attitudes and behaviours. Identifying the processes that create customer loyalty, the multiplicity of factors that determine it, their varying degree of influence as well as their dynamism and internal and external factors, means that it is not easy to understand the nature of loyalty or, more importantly, to describe the type of loyalty represented by a company’s customers. Therefore, customer relations management presents management teams with major challenges. To meet these challenges, management teams have to undertake appropriate marketing measures tailored to the specific type of loyalty, thus creating a link between the customers and the company or brand (product). The characteristics of such activities are also discussed in detail in the article. (original abstract)
Rocznik
Numer
Strony
93--112
Opis fizyczny
Twórcy
autor
- Uniwersytet Ekonomiczny w Krakowie
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
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