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Analysis of Methodological Potential for Customers‘ Loyalty Evaluation

Business: Theory and Practice

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Title Analysis of Methodological Potential for Customers‘ Loyalty Evaluation
Vartotojų lojalumo nustatymo metodinio potencialo analizė
 
Creator Bivainis, Juozas
Vilkaitė, Neringa
 
Subject Customers; loyalty; methods; estimation of customer loyalty; behaviour; attitude
Vartotojai; lojalumas; metodai; vartotojų lojalumo nustatymas; elgsena; požiūris
 
Description Loyalty evaluation is the the utmost gap in mosaic of loyalty surveys. Surveys of this field are fragmentary and the touch upon this problem exists only in the context of other surveys‘ purposes. Customer loyalty surveys of the latter two decades are generalized in the paper. Methods for customer loyalty evaluation are classified into three different content groups: 1) grounded on behavioural measures; 2) grounded on attitude measures; 3) multi-dimensional methods. Positive and negative aspects of each method group are identified. The topicality of objective customer loyalty evaluation under the circumstances of social economic changes nowadays is discussed, points of reference for systematic solution of this problem are formed: complex analysis of factors determining customer loyalty; multicriteria evaluation; estimation of quantitative parameters of organizational benefit dependence on customer loyalty level. 
Vartotojų lojalumo tyrimų mozaikoje didžiausia spraga – lojalumo nustatymas. Šios pakraipos tyrimai fragmentiški, dažniausiai problema nagrinėjama tik kitų tyrimo tikslų kontekste. Straipsnyje apibendrinti pastarųjų dviejų dešimtmečių vartotojų lojalumo tyrimai. Lojalumo nustatymo metodai suskirstyti į tris skirtingo turinio grupes: 1) grįsti elgsenos rodikliais; 2) grįsti požiūrio rodikliais; 3) daugiadimensiai metodai. Identifikuoti teigiami ir neigiami šių grupių metodų aspektai. Aptartas vartotojų lojalumo objektyvaus vertinimo aktualumas šiandienos socialinių ekonominių pokyčių fone, suformuotos šios problemos sisteminio sprendimo gairės: veiksnių, lemiančių vartotojų lojalumą, kompleksinė analizė; daugiakriterinis vertinimas; vartotojų lojalumo lygio ir organizacijų naudos priklausomybių kiekybinių parametrų nustatymas. 
 
Publisher Verslas: Teorija ir Praktika / Business: Theory and Practice
Business: Theory and Practice / Verslas: Teorija ir Praktika
 
Date 2011-01-26
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
application/pdf
 
Identifier http://www.btp.vgtu.lt/index.php/btp/article/view/btp.2010.06
10.3846/btp.2010.06
 
Source Verslas: Teorija ir Praktika / Business: Theory and Practice; Vol 11, No 1 (2010); 49-60
Business: Theory and Practice / Verslas: Teorija ir Praktika; Vol 11, No 1 (2010); 49-60
 
Relation http://www.btp.vgtu.lt/index.php/btp/article/view/btp.2010.06/6
http://www.btp.vgtu.lt/index.php/btp/article/view/btp.2010.06/pdf
 
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