The Implementation of Loyality Forecast Model in Identifying Key Clients of an Enterprise

• Autorzy: Izabela Michalska-Dudek
• Języki publikacji: EN

Abstrakty

EN

Managing product range by means of the, so called, portfolio methods1 implementation is widely known in the theory of marketing and applied in many enterprises functioning practice. Much less attention, both in professional literature and in marketing practice, has been paid to clients' portfolio analysis, so far. However, in the conditions of grow-ing competition, the issues of enterprise clients' portfolio management have become the tool which may exert an extensive influence on increasing both effectiveness and com-petitiveness of enterprises. The hereby paper discusses the concept of clients' loyalty probability forecast model, which may be used in the process of establishing an optimum portfolio of clients by means of identifying and selecting key clients of an enterprise. The verification of sug-gested model correctness in the process of consumer loyalty establishment will be performed based on a selected Polish travel office operations.(original abstract)

Słowa kluczowe

EN

Loyalty; Customer; Enterprises

PL

Lojalność; Klient; Przedsiębiorstwo

• Czasopismo: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Scientific Journal. Service Management
• Rocznik: 2013
• Tom: 11
• Strony: 35--51

Twórcy

autor

Izabela Michalska-Dudek

• Uniwersytet Ekonomiczny we Wrocławiu

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