CUSTOMER LOYALTY THEORETICAL ASPECTS

Margarita IÅ Oraitä–
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Margarita IÅ Oraitä–: Vilniaus kolegija/University Applied Sciences, Lithuania

EcoForum, 2016, vol. 5, issue 2, 43

Abstract: Customer loyalty - is a voluntary user solution for a long time to build relationships with the company. Loyalty is the user's desire for a long time to continue their relationship with a particular company, because loyal customers are those who purchase goods/services of the company from time to time. Loyalty can be treated as a customer desire, willingness to be a regular customer for a long time, buying and using the goods of the chosen companies by recommending them to friends and colleagues. Loyalty can be seen as a multi-dimension, covering behavioral and positional components, where positional aspect reflects customers' approach to business, while the behavioral dimension reveals a frequent and regular shopping, purchase quantity, size, range, availability, etc.

Keywords: customer; customer loyalty; customer loyalty program (search for similar items in EconPapers)
Date: 2016
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