Vartotojų lojalumo tyrimas : UAB "Joniškio duona" atvejo analizė

LTStraipsnyje aptariamos nuostatos, apibrėžiančios vartotojų lojalumą, formavimo ypatumus, lojalumo stadijas, nes vartotojų pasitenkinimo didinimas tampa esminiu tikslu įmonėms, siekiančioms sustiprinti savo konkurencinę poziciją rinkoje. Visiškas vartotojų pasitenkinimas garantuoja vartotojų lojalumą ir įmonės ilgalaikį finansinį stabilumą. Nustatyta, jog lojalumas priklauso nuo priežasčių, susijusių su vartotojo pasitenkinimo preke lygiu, jo emocijomis bei veiksmais. Straipsnyje pateikiami ir vartotojų lojalumo matavimo metodai. Pasitelkus anketinę apklausą buvo atliktas vartotojų lojalumo tyrimas: UAB „Joniškio duona" atvejo analizė. Straipsnyje pristatomi atlikto tyrimo rezultatai. [Iš leidinio]Reikšminiai žodžiai: Lojalumas; Lojalumo indeksas; Vartotojas; Customer; Loyalty; Loyalty index.

ENIn the article, there are considered theoretical approaches defining the loyalty of customers, its formation peculiarities, loyalty stages, whereas the increase of consumers' satisfaction becomes one of the major issues to enterprises pursuing to strengthen their competitive positions in the market. Total customer satisfaction is a key to consumer's loyalty and the long-term financial stability of an enterprise. It was established that the loyalty depends on lots of reasons in relation with the level of a customer's satisfaction with goods his/her emotions and actions. The article also presents customer loyalty measurement methods and problem issues: which factors stimulate customers' loyalty, what forms their loyalty, what may be done by a trade network striving to attract customers in order to assess the loyalty of the customers of the UAB "Joniškio duona" and factors forming it. The research of customer loyalty was performed using a questionnaire survey: UAB "Joniškio duona" case study. Having performed the analysis of scientific literature sources and the questionnaire survey, it was established that: Conditions necessary and sufficient to customer loyalty are the following - purposeful behaviour, i.e., noncasual repeated purchases; expressed in long term, i.e., purchasing is made more than one time; performed by a particular decision maker - customer, buyer or a group of individuals; in relation with highlighting of one trade mark in the background of possible other alternatives, in other words, existing of the loyalty requires that a customer would select one of possible alternatives; influenced by psychological processes, i.e., a decision, which trade mark is the best and is subject to selecting, is made as the consequence of the assessment process. One universally accepted definition of loyalty does not exist.Therefore so far, having a couple of decades passed since the definition of loyalty was defined in the theory of marketing, the authors of the most of studies try to define factors determining the loyalty and the definition of loyalty has been so far in the centre of discussions. However, all definitions of loyalty highlight two elements: allegiance and fidelity. These are the main components of loyalty. Loyalty measurement methodologies suggested by various authors are different, however one of the most popular applied methodologies is the calculation of CSI and CLl indices (Customer Satisfaction Analysis and Customer Loyalty Analysis). The UAB "Joniškio duona" Customer Satisfaction Index (CSI) is 71, however, 30 % of buyers are sensitive to competitors' offers and tend to select another producer of bread products, or bakery, or shopping place. The UAB "Joniškio duona" Customer Loyalty Index (CLI) is 45. The value of this index demonstrates that the level of loyalty of the buyers of the UAB "Joniškio duona" shops is not high, therefore factors increasing customer satisfaction should be implemented, such actions should result more rational loyalty index numbers. [From the publication]

• Vadyba / Management
• Ekonomika / Economics
• Sociologija / Sociology