Determinanty zachowań lojalnościowych nabywców

• Autorzy: Katarzyna Dziewanowska
• Języki publikacji: PL

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)

Słowa kluczowe

PL

Lojalność; Lojalność klientów; Budowanie lojalności klienta

EN

Loyalty; Customer loyalty; Cultivation customer loyalty

• Czasopismo: Studia i Materiały / Wydział Zarządzania. Uniwersytet Warszawski
• Rocznik: 2010
• Numer: nr 1
• Strony: 21--30

Twórcy

autor

Katarzyna Dziewanowska

• Uniwersytet Warszawski

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