Lojalių vartotojų galimą pakeitimo elgseną formuojančių veiksnių tyrimas

LTStraipsnyje pateikiami lojalių vartotojų galimą pakeitimo elgseną formuojančių veiksnių tyrimo rezultatai. Analizuojamos vartotojų pakeitimo elgsenos teorinės nuostatos, pagrindžiama lojalių vartotojų pakeitimo elgseną formuojančių veiksnių tyrimo metodologija. Pristatomi empirinio tyrimo, atlikto dviem etapais, pagrindiniai rezultatai. [Iš leidinio]Reikšminiai žodžiai: Pakeitimo elgsena; Pakeitimo elgseną iššaukiantys veiksniai; Pakeitimo elgseną stabdantys veiksniai; Switching behaviour; Factors supporting customer switching behaviour; Factors repressing customer switching behaviour.

ENBuilding relationships with customers often becomes the activity that further guarantees successful competition for the organization in ever-changing business world. Different scientists acknowledge customer relationship to be of benefit for organizations on a long-term basis by emphasizing economic and non-economic benefits resultant from customer loyalty. However, the analysis of practical examples shows that customer loyalty is not static, but changeable. However, the importance of customer loyalty for business organizations induces further scientific discussion regarding the topic of customer retention: scientists are constantly searching for new ways enabling companies to control customer switching behaviour. It is no coincidence that customer loyalty studies presented in scientific literature recently started focusing on the process of ending relationship between customers and companies with the aim to reveal reasons behind the customer decision to end his/her relationship with the company. The analysis of relationship ending as of the outcome of behavioural disloyalty is assumed to lead to significant insight regarding issues of customer loyalty management and help avoid potential loss of customers. This article is based on the scientific research of factors affecting loyal customer switching behaviour (factors supporting customer switching behaviour and factors repressing customer switching behaviour). Qualitative and quantitative research and data processing methods were used for identification of the factors affecting potential switching behaviour of loyal customers. The factors affecting potential switching behaviour of loyal customers were examined in two stages.The first stage of the empirical research involved the identification of the relevant factors affecting customer switching behaviour. The next research stage involved deeper investigation of the loyal customer-specific factors affecting switching behaviour with the aim to reveal those factors that take part in the process of potential switching behaviour formation and to find out their influence on the occurrence of potential switching behaviour. Empirical studies will enable to disclose the factors affecting potential switching behaviour of loyal customers and to assess the probability of occurrence of potential switching behaviour among loyal customers, which is beneficial for organization managers responsible for making decisions regarding the loyal customer turnover. [From the publication]