BazEkon - The Main Library of the Cracow University of Economics

BazEkon home page

Main menu

Olsztyńska Agnieszka
Istota i znaczenie lojalności klienta w fazie wzrostu i dojrzałości produktu
Customer Loyalty in the Growth and Maturity Product Life Stages
Zeszyty Naukowe / Akademia Ekonomiczna w Poznaniu, 2007, nr 87, s. 48-58
Klient, Lojalność klientów, Budowanie lojalności klienta, Cykl życia produktu, Zarządzanie Kontaktami z Klientem
Customer, Customer loyalty, Cultivation customer loyalty, Product life cycle, Customer Relationship Management (CRM)
W artykule przedstawiono pojęcie lojalności. Szczegółowo omówiono proces budowania lojalności klienta w fazie wzrostu produktu oraz istotę lojalności w fazie dojrzałości produktu. Opisano również instrumenty służące zacieśnianiu więzi z klientami oraz wskazano przyczyny utraty klienta.

The importance of customer loyalty has been growing rapidly since companies have to operate in highly competitive markets as they constantly search for competitive advantages. Intense competition along with a greater number of demanding customers have made companies change their attitudes and characters of their relations with their audiences. This article claims that the loyalty concept seems to be of particular importance in two product life cycle stages - growth and maturity. Marketing planning in both stages requires a different mix of instruments that will move customers smoothly through the loyalty ladder. Most marketing initiatives in the growth stage are directed towards reaching new clients and gaining maximum market coverage. The majority of marketing strategies and tactics are focused on the first three steps of the loyalty ladder - moving a prospective customer towards a single purchase customer and then to a repeat customer. To do so, it is thus suggested to incorporate a relationship approach to a traditional marketing mix that will allow for an individualized contact and offer "added value" to the service or product delivered to the customer. While reaching the maturity stage, companies then move customers up to the higher levels of the loyalty ladder. From a repeat customer towards a supporter, then to a member and finally to a partner and advocate. The relationship approach incorporated in traditional marketing mix is suggested to be developed with intense loyalty and partnering programs along with customer relationship management instruments. In the maturity stage companies should particularly focus on identifying reasons for defection, measuring customer retention, lifetime value and second lifetime value, which will help to continue or regain the loyalty of the most valuable customers. (original abstract)
The Main Library of the Cracow University of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics
Full text
  1. Cokins G., How to Measure and Manage Customer Loyalty and Customer Profitability, SAS Insitute Inc., 2004.
  2. Dejnaka A., CRM. Zarządzanie kontaktami z klientami, Wydawnictwo Helion, Gliwice 2002.
  3. Gounaris S., Stathakopoulos V., Antecedents and Consequences of Brand Loyalty, "Brand Management" 2004, nr 11/4, s. 283.
  4. Gounaris S., Stathakopoulos V., Antecedents and Consequences of Brand Loyalty, "Brand Management" 2004, nr 11/4, s. 285.
  5. Griffin J., Winning Customer Back, "Business&Economic Review" 2001, nr 10-12, s. 8.
  6. Kotler P., Turner R. E., Marketing Management. Analysis, Planning, Implementation and Control, Prentice Hall, Ontario 1998.
  7. Le Boeuf M., How to Win Customers and Keep Them for Life, G. P. Putnam's Sons, New York 1987, s. 13.
  8. Lowenstein M., Second LifetimeValue: Customer Reincarnation,
  9. Oliver R. L., Whence Consumer Loyalty, "Journal of Marketing" 1999, nr 63, s. 33.
  10. Otto J., Marketing relacji. Koncepcja i stosowanie, Wydawnictwo C.H. Beck, Warszawa 2004.
  11. Reichheld F. F., Loyalty Based Management, "Harvard Business Review", March-April 1993, s. 65.
  12. Reichheld F. F., The One Number You Need to Grow, "Harvard Business Review" 2003, nr 81/12.
  13. Rudawska E., Lojalność klientów, PWE, Warszawa 2005.
  14. Urbanek G., Drugie życie klienta, "Marketing i Rynek" 2004, nr 4.
  15. Waśkowski Z., Zastosowanie marketingu partnerskiego w budowaniu trwałych więzi z klientem, "Marketing i Rynek" 2002, nr 2.
  16. 1999 Special Report Technology in Financial Services, Ernst&Young.
Cited by
Share on Facebook Share on Twitter Share on Google+ Share on Pinterest Share on LinkedIn Wyślij znajomemu