Loyality Programs Management and Satisfaction of the Customer in a Large Company

• Autorzy: Wioletta Wereda

Warianty tytułu

Zarządzanie programami lojalnościowymi a satysfakcja klienta w dużej firmie

• Języki publikacji: EN

Abstrakty

EN

Executives in any industry will be telling that they sincerely care about their customers - after all, satisfied customers are the source of a company's long-term success. But as they face the daily challenges of designing new products and services, building brands, and creating strategies for addressing competition, many executives lose their customer focus. They haven't developed clear insights into the diversity of their customers' needs nor have they identified their most valuable customers. And managers rarely have a data-based understanding of how well they are satisfying customers across numerous interactions with them. Loyalty programs - which promote specific customer behaviors by providing benefits (such as rewards for miles flown) - can help enhance the customer experience. While companies often view such point-based programs as a fast way to enhance profitability by inducing customers to buy, they are finding that there is a much greater value provided by loyalty programs: the collection of information from program members. Companies can then use this data to develop the whole view of customer interactions and determine how best to tailor process enhancements by segment - particularly for high-value customers. By implementing loyalty programs that are integrated across sales, service, and marketing - across all channels of interaction - a firm can greatly enhance the customer experience, increase customer retention, and foster development of a community of people who serve as advocates for the business. The main aim of this article is to show the role of loyalty programs management and satisfaction of the customer in a large company in Poland in the 21st century, in the theoretical frame and practical one - that is the example of "a case study".(author's abstract)

Współcześnie potrzeby klientów zmieniają się i wzrastają pod wpływem różnych czynników. Ponadto w wielu sektorach konkurencja jest bardzo rozwinięta, co zmusza wszystkie firmy do rywalizacji między sobą oraz wdrażania takich działań, które zatrzymają nabywcę przy jego dotychczasowym dostawcy. W związku z tym wiele przedsiębiorstw zaczyna wprowadzać do swojej działalności marketingowej programy lojalnościowe oraz pewne formy zarządzania nimi. Głównym celem artykułu jest próba określenia roli zarządzania programami lojalnościowymi w dużej firmie, na przykładzie PKN Orlen oraz wpływu tych programów na satysfakcję klienta, których głównym zamierzeniem jest tworzenie długotrwałych relacji firmy z nabywcą, a w rezultacie otrzymywaniu wpływu stałych zysków.(abstrakt autora)

Słowa kluczowe

EN

Customer; Management; Customer loyalty

PL

Klient; Zarządzanie; Lojalność klientów

• Czasopismo: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Scientific Journal. Service Management
• Rocznik: 2012
• Tom: 8
• Strony: 271--289

Twórcy

autor

Wioletta Wereda

• University of Natural Sciences and Humanities in Siedlce, Poland

Bibliografia

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• The anonymous survey was conducted on a group of 100 respondents in the period 01.01.2010-31.01.2010 in Siedlce County; 44% women and 56% of men participated in the survey. Surveyed people largely prevailed between 21 and 25 years old - 45% and those aged 26-35 accounted for 21%. The fewest people were over the age of 50, only 8% of respondents. 58% of respondents were people with secondary education, 27% of respondents were people with higher education, 13% of the principal and only 2% of primary education. Group 23% of respondents confirmed that their profession is associated with driving, while 77% of respondents felt that their profession has nothing to do with it.