Vartotojų lojalumo prekybos centruose tyrimas

LTŠiame straipsnyje analizuojamos vartotojo lojalumo samprata, vartotojo lojalumo didinimo priemonės, atliekamas tyrimas siekiant išanalizuoti vartotojo lojalumą prekybos centruose. Atlikto tyrimo rezultatai parodė, kad labiausiai klientus pritrauktų šios lojalumo didinimo priemonės: prekių kainų sumažinimas, prekių asortimento didinimas, lojalaus pirkėjo kortelė, kokybiškas aptarnavimas, kainos ir kokybės santykis, geresnė prekių kokybė, informacijos viešinimas internete. Kiek mažesnį poveikį respondentai pažymėjo daro šios lojalumo didinimo priemonės - atsiradęs emocinis prisirišimas prie įmonės, įmonės rodomas dėmesys, viešųjų ryšių su pirkėjais palaikymas. Tyrimo rezultatai parodė, kad daugiausia apie prekes informaciją respondentai gauna iš televizijos, interneto, šeimos narių. Mažiau informacijos klientai gauna iš radijo, publicistinių leidinių, mugių, parodų. Prekės ženklo produktų vartojimą padidintų daugiau reklamos, produktų kainų sumažinimas, pajamų padidėjimas. [Iš leidinio]Reikšminiai žodžiai: Modelis; Vartotojas; Vartotojas, vartotojo lojalumas, vartotojo lojalumo didinimo priemonės, vartotojo lojalumo modelis; Vartotojo lojalumas; Vartotojo lojalumo; Vartotojo lojalumo didinimo priemonės; Consumer; Consumer loyalty; Consumer loyalty improvement measures; Consumer, consumer loyalty, consumer loyalty improvement measures, consumer loyalty model; Model.

ENThis article examines the concept of customer loyalty, customer loyalty building measures carried out to examine measures in order to increase customer loyalty in trade centers. Long-term business success is achieved in attracting new customers only. Attracting new users need to be combined with user retention and loyalty of their formation, must be built up relationships with their customers. With growing competition, the retention of loyal customers are becoming increasingly important, and it encourages organizations to seek effective measures to improve competitiveness. Customer loyalty and increase satisfaction in the past years become a key issue for the organization to strengthen its position in the market. The high degree of customer loyalty leads to a strong relationship between the user and the organization, which naturally increases the profitability of the organization, because loyal customers - one of the most important sources of competitive advantage for organizations. Consumers turn their incentives from the company to meet their needs, formed by the buyers' confidence, commitment and satisfaction shareholding, which are considered as relations, forming consumer loyalty. Cards, or discounts to their customers in Lithuania is divided by frequent trader - which explains the boom in cards feel. However, only a few of these vendors have introduced an innovative technology that has many functions loyalty card scheme. Frequent trader only issue plastic cards, but does not provide access to service by electronic mail. This is because traders are unaware of what benefits they could get, effectively using all the advantages of a loyalty card scheme. Maybe they do not even know how all the potential of loyalty card functions and features of these opportunities. Therefore, this information gap often leads traders neglectful attitude to the creation of loyalty to the system.Market situation confirms that there is often only card and provides instant discount. The research showed that most customers would attract the loyalty building measures: a reduction in commodity prices, increasing product range, loyal customer card, high-quality service, value for money, improved product quality, public disclosure on the internet. The respondents have pointed out that customer loyalty building measures - caused by an emotional attachment to the enterprise, shown attention and public relations support to customers. Most of the items of information respondents received from the television, internet, and family members. Customers receive less information from radio, publications, trade fairs and exhibitions. Brand products increase the use of more advertising, product price reductions, revenue increases. [From the publication]

• Vadyba / Management
• Ekonomika / Economics