Įmonių rinkodaros veiklos svarba vartotojų lojalumui skatinti

LTVartotojų lojalumas pastaruoju meru darosi viena iš esminių įmonės veiklos sėkmės priežasčių, kadangi pritraukti naujus vartotojus yra sunkiau nei išlaikyti senuosius. Vartotojų lojalumas yra ta sritis, į kurią įmonės yra priverstos investuoti, siekdamos išlikti konkurencinėje rinkoje. Nors literatūros vartotojų lojalumo tema yra daug, tačiau didėjanti konkurencija verčia įmones ieškoti naujų ir originalių būdų vartotojų lojalumui skatinti. Lojalumas priklauso nuo daugelio priežasčių, susijusių su vartotojo pasitenkinimo preke ar paslauga lygiu, jo emocijomis bei veiksmais. Straipsnio autorių tikslas - išanalizuoti vartotojų lojalumą lemiančius veiksnius, atlikti vartotojų apklausą bei remiantis gautais duomenimis parengti vartotojų lojalumo skatinimo priemones. [Iš leidinio]Reikšminiai žodžiai: Akcijos; Lojalus vartotojas; Nuolaidos; Rėmimas; Campaigns; Discounts; Loyal customer; Loyal user; Support.

ENThe results of the investigation confirm the relevance of increasing consumer satisfaction. Achieving the draw customer loyalty is not an easy task for enterprises under the intensive competition conditions, since consumer demands are not fixed; every time, while making decision to obtain some kind of an item or service consumer can change the supplier of the item (services) very easily. Naturally, the issue of consumer loyalty becomes especially relevant for organizations seeking to strengthen their competitive positions on the market. The aim of the investigation is to identify factors influencing consumer loyalty and to classify them into groups according to the loyalty level and making reference to the results of empiric investigations as well as to present recommendations for the stimulation of consumer loyalty. With reference to the survey results it was determined that consumers buy products from AB “Alita" (80 per cent of all respondents) because of high quality of the products (44 per cent) and appropriate price (20 per cent). The products from AB “Alita" are going to buy repeatedly even 90 per cent of the respondents. The following consumer types are being singled out: loyal consumer will always choose “Alita" products (48 per cent of all respondents); attached consumer will mostly choose “Alita" products (24 per cent of all respondents); benevolent consumer will frequently choose “Alita" products (20 per cent of all respondents); indifferent consumer does not intend to repeatedly buy “Alita" products (8 per cent of all respondents).During the investigation it was defined that consumers wish more campaigns, lower prices (20 per cent of all respondents) and more clear exposition of products (19 per cent of all respondents). Summarizing the investigation results of consumer loyalty for AB “Alita" products one can confirm that the main motive in both consuming and refusing to consume is quality. This feature of the product is a subjective evaluation of every consumer; however, it is one of the main criteria when choosing “Alita" products. [From the publication]