Prekės ženklo vertės ir vartotojo lojalumo sąsajų Lietuvos telekomunikacijų rinkoje tyrimas

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Collection:
Mokslo publikacijos / Scientific publications
Document Type:
Straipsnis / Article
Language:
Lietuvių kalba / Lithuanian
Title:
Prekės ženklo vertės ir vartotojo lojalumo sąsajų Lietuvos telekomunikacijų rinkoje tyrimas
Alternative Title:
Investigation of the interfaces between customer – based brand equity and customer loyalty in Lithuanian telecommunication market
Authors:
In the Journal:
Tiltai [Bridges] [Brücken]. 2018, Nr.2 (80), p. 1-22
Subject Category:
LT
Rinka. Rinkodara / Market. Marketing; Vartotojai / Consumers.
Summary / Abstract:

LTĮmonėms konkuruojant tarpusavyje svarbiu įrankiu gali tapti prekės ženklas ir jo vartotojui kuriama vertė, galinti lemti pastarojo palankumą, skatinanti tapti ir būti lojaliu atitinkamam prekės ženklui ar paslaugos tiekėjui. Šiame straipsnyje, atlikus telekomunikacijų vartotojų empirinį tyrimą, siekiama įvertinti vartotojo suvokiamos prekės ženklo vertės ir vartotojo lojalumo sąsajų modelio praktinį pritaikomumą. Lietuvos telekomunikacijų rinką šiuo metu dalijasi trys pagrindiniai konkurentai: AB „Telia Lietuva“, UAB „Tele2“ ir UAB „Bitė Lietuva“. Analizei pasirinktas AB „Telia Lietuva“ prekės ženklas „Telia“. I vartotojų apklausos etapas vyko 2017 m. balandžio–gegužės mėn., II etapas – 2018 m. vasario–kovo mėn. Gauti vartotojų empirinio tyrimo duomenys suteikia galimybę patikrinti hipotezes dėl modelio pajėgumo įvertinti skirtingų prekės ženklų atvejus ir palyginti vartotojų pozicijas prekės ženklo atžvilgiu skirtingais laikotarpiais. [Iš leidinio]Reikšminiai žodžiai: Prekės ženklas; Vartotojo suvokiama prekės ženklo vertė; Vartotojų lojalumas; Telekomunikacijų vartotojai; Brand; Customer – based brand equity; Customer loyalty; Telecommunication consumers.

ENIn today’s global world with growing competition, it becomes more and more important for companies to promote not only short – term sales, but to build a long – term relationship with customers, to gain their trust and to earn their loyalty. In this case, a brand can play a significant role. It is able to create an added value for the consumer, to increase loyalty and, as a result, to increase company’s profitability. The aim of this article is to evaluate practical application of the model of the interfaces between customer – based brand equity and customer loyalty through an empirical survey of the Lithuanian telecommunication consumers.Starting with the theoretical insights, customer – based brand equity is described as a complex of several elements – perceived quality, brand awareness, brand associations, brand loyalty and other brand features. Customer loyalty is defined as an expression of a conscious or unconscious consumer decision to constantly buy products marked with relevant brand. Although the scientific literature emphasizes that customer – based brand equity and customer loyalty are mutually inseparable parameters, there is no common methodology for evaluating the interfaces of these elements. Therefore based on the conclusions of scientific literature analysis, i.e. that customer loyalty is an expression of customer – based brand equity, a theoretical model of the relationship between customer – based brand equity and customer loyalty has been formed. [...].The Lithuanian telecommunication market is currently divided by the three main competitors – Telia Lietuva AB, Tele2 JSC and Bitė Lietuva JSC. Telia Lietuva AB entered the Lithuanian telecommunication market in February of 2017, after the integration of Omnitel, Teo, and Baltic Data Center companies. Telia Lietuva AB provides telecommunication, online technology and television services. The company currently is the leader of the telecommunication market by taking up 42 percent market share. The brand Telia has been selected for this analysis in that case that by carrying out the survey of mobile services consumers it lets us to investigate two different brands – the brand Telia, which has been introduced to the market inFebruary of 2017 and the brand Omnitel, which was providing mobile services until February of 2017 and also to compare consumer positions with respect to these brands at different periods. Accordingly the respondents of the survey were Telia (until February 2017 – Omnitel) mobile services consumers. The survey was conducted in two phases. The first phase of the survey was carried out in April–May of 2017, and the second phase – in February–March of 2018. At each phase 402 respondents have participated. The data obtained allows us to assess the situation in three different cases: consumer position is evaluated towards the viewpoint of brand Omnitel (0 stage), towards the viewpoint of brand Telia at the time of the introduction to the market (I stage), and towards the viewpoint of brand Telia after one year of its introduction to the market (II stage). For testing hypotheses about model’s ability to evaluate the competing brands and to compare consumer positions with respect to them at different periods there was created formula which provides required data into numerical expression and enable us to compare the results of three different (0, I and II) stages. [...].To sum up the results of the investigation of practical application of the model of the interfaces between customer – based brand equity and customer loyalty in Lithuanian telecommunication market, it was established that the model of the relationship between customer – based brand equity and customer loyalty may be applied in business practice. The model allows to observe, evaluate, and control the customer – based brand equity in order to maximize customer loyalty assumptions. It allows to evaluate and compare the competing brands and consumer positions with respect to them at different periods. The model, adapted according to the scope of the company’s activity or the accents that are considered, can be applied at any business sector. The model can be useful for the companies that seek to monitor, control and adjust customer – based brand equity, maximizing consumer loyalty assumptions. Each component of the model has a clear numerical expression that reveals the strengths and weaknesses of the brand, so in that case, it is clear which field of the brand should be corrected for the best result without carrying out separate investigation. By measuring customer – based brand equity, the loyalty assumptions could be maximized and there could be reached customer loyalty, which could gain financial returns and generate positive outcomes in corporate earnings and market share indicators. [From the publication]

DOI:
10.15181/tbb.v79i2.1774
ISSN:
1392-3137; 2351-6569
Subject:
Ekonomika / Economics
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https://www.lituanistika.lt/content/80312
Updated:
2019-11-21 07:47:42
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