Klientų lojalumo programų vertinimas: teoriniai ir praktiniai aspektai

Abstract

Straipsnyje nagrinėjami klientų lojalumo programų vertinimo teoriniai ir praktiniai aspektai. Atlikta klientų lojalumo programų efektyvumo vertinimo teorinių būdų ir metodų analizė leido suformuluoti klientų lojalumo programų efektyvumo vertinimo modelį, taikytiną Lietuvos verslo subjektams.

The paper analyses theoretical as well as practical aspects of creation, implementation and evaluation of customer loyalty programs. The object of this work is customer loyalty program. The aim of this paper is to evaluate theoretical and practical aspects of creation, implementation and evaluation of customer loyalty programs. The paper presents that customer loyalty program is a complex system of relevant marketing activities, which renders a supplementary benefit for customer, and is a useful tool for creating loyalty. Customer loyalty program has not only to create benefit for costumer, it also should present economic advantages for a company. This is why reasoned and methodologically clear process of creation is extremely important. The accomplished analysis of methods to evaluate the efficiency of customer loyalty programs allows to create a model, which is applicable for Lithuanian companies.