Santrauka. Straipsnyje sistemiškai nagrinėjamas dviejų aktualių praktikai ir mokslui sudėtingų reiškinių -ryšių rinkodaros ir vartotojų lojalumo derinys. Išanalizuoti tokie esminiai šių reiškinių aspektai: ryšių rinkodaros ir vartotojų lojalumo istorinis kontekstas, ryšių rinkodaros turinys strateginiu ir taktiniu lygmenimis, populiariausių ryšių rinkodaros strategijų ypatybės, vartotojų lojalumo būsenų kaitos specifika, lojalumo programų vieta rinkodaros grandinėje. Remiantis analizės rezultatais parengtas rinkodaros priemonių poveikio vartotojų lojalumo būsenai vertinimo metodas, kuriame integruotas inovatyvus komponentas, skirtas rinkodaros priemonių sinergijos efektui skaičiuoti. Metodas patikrintas analitinio modeliavimo būdu, aptartos jo taikymo galimybės.Reikšminiai žodžiai: vartotojai, lojalumas, ryšiai, ryšių rinkodara, lojalumo vertinimas, sinergijos skaičiavimas. Abstract. The paper sistemically analyzes two complex phenomena relevant to practice and science -mixture of relationship marketing and customer loyalty. The following fundamental aspects of these phenomena were analyzed: the historical context of relationship marketing and customer loyalty, content of relationship marketing at strategic and tactical levels, the most popular features of relationship marketing strategies, specifics of loyalty status change, the place of customer loyalty programs in marketing chain. Based on the results of the analysis a method for measuring the effect of marketing tools on the status of customer loyalty was prepared, the method has an integrated innovative component that calculates the synergy effect of marketing tools. The method was tested in analytical modelling manner, the possibilities of its application were discussed. RELATIONSHIP MARKETING THROUGH THE PRISM OF CUSTOMER LOYALTY
Santrauka. Didèjant vartotoju lojalumo svarbai Lietuvoje ir uisienio äalyse, Sios problemos gvildenamos vis aktyviau. Todèl straipsnyje siekiama atskleisti vartotoju lojalumo tyrimu problematik^ bei pagrindines tendencijas Lietuvoje ir uisienio Salyse. Siekiant igyvendinti tiksl% buvo taikytas turinio analizas metodas. Atlikto tyrimo rezultatai parodé, kad vartotoju lojalumo problemos uzsienio äaliu mokslo zumaluose analizuojamos intensyviau negu Lietuvos. Nustatyta, kad nagrinètu laikotarpiu (2006 m. sausio 1 d. -2010 m. gruodzio 31 d.) keiCiantis mokslininkams, analizavusiems vartotoju lojalumo problemas, kito ir tyrinètos problemos. Vartotoju lojalumo tyrimams Lietuvoje dainiausiai pasirenkami turizmo ir apgyvendinimo paslaugu, mobiliuju telekomunikaciju, kosmetikos ir parftimerijos, o uásienio äalyse -finansiniu paslaugu, turizmo ir apgyvendinimo paslaugu sektoriai. ReikSminiai iodliai: vartotojas, vartotojo lojalumas, turinio analizé, vartotoju lojalumo tyrimai. ¡vadas © Vilniaus Gedimino techniicos universitetas http://www. mía. vgtu. tt JH infrastruktüros plétrai Verslas: teodja ir praktika Harvard Business Review AbstractThe problems of customer loyalty are frequently discussed due to the growing importance of customer loyalty in Lithuania and foreign countdes. In consequence, the pdmary purpose of this article was to identify the problems and pdmary trends of similar surveys. In order to fiilfil this task, the author applied the method of content analysis. The accomplished survey has presented that customer loyalty problems are more intensively analyzed in foreign periodic academic journals than in Lithuanian. It was also estimated that the authors, as well as the chosen problems in these articles were mediating during the pedod from 1 January 2006 to 31 December 2010. It can be stated that in Lithuania, for the most part, customer loyalty surveys are accomplished in mobile communications, cosmetics and perfumery, toudsm and accommodation sectors. In contrast, in foreign countdes, customer loyalty is commonly analyzed in financial services, toudsm sectors, etc.
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