Vartotojų lojalumas kaip efektyvios žmogiškųjų išteklių vadybos rezultatas

Abstract

Žmogiškųjų išteklių valdymo veiklų pokyčiai, kurių tikslas - skatinti vartotojų lojalumą, įgyvendinami ne per vieną dieną. Tai turėtų būti nuosekliai planuojamas procesas, apimantis pokyčius ir organizacijos strategijoje.

The survey revealed that employee loyalty is one of those organizational competitive advantages, which can be hardly copied or can't be copied at all. Employee loyalty is determined by such factors as interesting work, challenges, career opportunities, training, honest work compensation, relationships with co-workers etc. Customer loyalty mostly benefits for organization in terms of customer loyalty stimulation. It was estimated that employee loyalty and customer loyalty are directly related. This is the reason why organizations should orientate their human resource management upon stimulating employee loyalty. The accomplished survey lets to make a conclusion that while seeking to increase employee loyalty (and at the same time to stimulate customer loyalty) the maximum attention should be paid to the selection, adaptation, stimulation and training of customer loyalty. The changes in actions of human resource management are implemented not during a day. It should be a concentrated and carefully planned process, which should include changes in organizational strategy. In conclusion, it could be strated that human resource management should be orientated not to what it performs and fullfils, but to the result of this functional field. This result should increase the loyalty of employees and customers. As a result, the organization would get additional value.