Zarządzanie procesem lojalności konsumenckiej

Abstract

The growing power of consumers in the marketplace has led many producers and suppliers to a dramatic question: does unlimited access to goods and services mean the end of customer loyalty? Loyalty itself is a complex phenomenon consisting of both behavioral and emotional factors. According to this, a combination of six loyalty profiles can be discerned (based on the example of the banking sector). It is absolutely essential for any company to identify the loyalty structure of its clientele. Only in this case it is possible to manage the process of customer loyalty, which is done by using different set of incentives to each loyalty segment.