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Tytuł artykułu
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Warianty tytułu
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Abstrakty
W artykule przedstawiono zagadnienie lojalności nabywców, rozróżniając jej dwa podstawowe typy: behawioralny i emocjonalny. Następnie omówiono główne zjawiska, które przyczyniają się do generowania zachowań lojalnościowych klientów - należą do nich zadowolenie, jakość, wartość, zaufanie, zaangażowane oraz koszty i bariery zmiany dostawcy. Nakreślono mechanizmy ich powstawania, elementy składowe oraz wpływ na lojalność nabywców. W końcowej części artykułu zostały przedstawione warunki konieczne dla osiągnięcia przez firmę stanu określanego mianem prawdziwej lojalności. (abstrakt oryginalny)
Rocznik
Numer
Strony
21--30
Opis fizyczny
Twórcy
autor
- Uniwersytet Warszawski
Bibliografia
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Typ dokumentu
Bibliografia
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Identyfikator YADDA
bwmeta1.element.ekon-element-000171233491