BazEkon - The Main Library of the Cracow University of Economics

BazEkon home page

Main menu

Author
Sceulovs Deniss (Riga Technical University), Gaile-Sarkane Elina (Riga Technical University)
Title
The Role of E-environment in Maintaining Loyal Customer Circles
Rola e-środowiska w utrzymywaniu lojalnych kręgów klientów
Source
International Business and Global Economy, 2014, nr 33, s. 623-634, bibliogr. 33 poz.
Biznes Międzynarodowy w Gospodarce Globalnej
Issue title
European Union - 10 Years after Enlargement
Keyword
Lojalność klientów, Marketing internetowy, Modele biznesowe
Customer loyalty, e-marketing, Business models
Note
summ., streszcz.
Abstract
Lojalność klienta jest dla firm niezwykle istotna, ponieważ to ona pozwala im generować stały dochód. Kwestia lojalności klienta już od dłuższego czasu była przedmiotem analiz naukowców, specjalistów do spraw marketingu i przedstawicieli innych dziedzin. Ze względu na zróżnicowanie dotyczących jej teorii oraz jej spiralny rozwój, zaczęła się łączyć z coraz to nowymi problemami, w tym także z kwestią środowiska elektronicznego, które zapewnia wiele możliwości zdobywania nowych kręgów klientów. Celem niniejszego artykułu jest ustalenie i przeanalizowanie czynników wpływających na przyciąganie oraz utrzymywanie klientów poprzez wykorzystanie środowiska elektronicznego i opartych na nim działań marketingowych. Autorzy zastosowali metody ilościowe i jakościowe - grupowanie, analizę, metody statystyczne i in. teoretyczną i metodologiczną podstawą artykułu były badania i publikacje naukowe, publikacje w mass mediach oraz profesjonalna literatura, a także oficjalne dane statystyczne oraz informacje zdobyte przez autorów w toku przeprowadzanych przez nich badań. (abstrakt oryginalny)

Customer loyalty is of great significance to any company, because it is the loyal clients who allow the business to generate stable income. The matter of customer loyalty has been the object of scrutiny for scientists, marketing specialists, and promoters of other beliefs for some time already. It has seen diversification of theories and spiral development, thereby drawing in ever new elements, including the issue of electronic environment, which provides a broad range of possibilities for establishing circles of loyal clients. The objective of the article is to determine and analyse the factors which affect the attraction and retention of loyal customers by the means of electronic environment and electronic marketing activities. The authors employed quantitative and qualitative research methods: grouping, analyses, statistical methods, etc. The theoretical and methodological framework of the article is formed of scientific studies and publications, publications in mass media, and professional literature, as well as the statistical information from official sources and the information obtained as a result of the authors' researches. (original abstract)
Full text
Show
Bibliography
Show
  1. Anderson E.W., Fornell C., 2000, Foundations of the American Customer Satisfaction Index, Total Quality Management, vol. 11(7).
  2. Arts O., 2014,10 business models for this decade, http://www.slideshare.net/oukearts/10-new- business-models-for-this-decade [access: 23.02.2014].
  3. Belk R.W., 1988, Possessions and the Extended Self, Journal of Consumer research, vol. 15.
  4. Beynon-Davies P., 2004, E-Business, Palgrave, Basingstoke.
  5. Caune J., Dzedons A., 2009, Strategiska vadisana, Apgads "Lidojosa zivs", Riga.
  6. Chaudhuri A., Holbrook M. B., 2001, The chain of effects from brand trust and brand affect to brand perfomance. The role of brand loyalty, Journal of Marketing, vol. 65(2).
  7. Day G., 2003, Creating a Superior Customer-Relating Capability, http://sloanreview.mit.edu/ar- ticle/creating-a-superior-customerrelating-capability/ [access: 12.12.2012].
  8. Doney P.M., Cannon .J.P., 1997, An Examination of the Nature of Trust in Buyer-Seller Relationships, Journal of Marketing, vol. 61.
  9. Fisks, P., 2009, Marketinga genijs, Jana Rozes apgads, Riga.
  10. George G., Bock A., 2011, The business model in practice and its implications for entrepreneurship research, Entrepreneurship Theory and Practice, vol. 35(1).
  11. Grönholdt L., Martensen A., Kristensen K., 2000, The relationship between customer satisfaction and loyalty. Cross-industry differences, Total Quality Management, vol. 11, no. 4-6.
  12. Heskett J.L., Jones T.O., Lovemann G.W., Sasser W.E., Jr, Schlesinger L.A., 1994, Putting the Service-Profit Chain to Work, Harvard Business Review, vol. 72(2).
  13. Hofmeyr J., Rice B., 2000, Commitment-Led Marketing, John Wiley & Sons Ltd., Chichester.
  14. Jones T.O., Sasser W.E., Jr., 1995, Why satisfied Costumers Defect, Harvard Busines Review, vol. 73(6).
  15. Kim C.K., Han D., Park S., 2000, The effect of brand personality and brand identification on brand loyalty. Applying the theory of social identification, Japanese Psychological Research, vol. 43(4).
  16. Kotlers F., 2006, Marketinga greki, Jumava, Riga.
  17. Kotler Ph., Jain D., Maesincee S., 2000, Marketing Moves. A New Approach to Profits, Growth, and Renewal, Harvard Business School Publishing Corporation, Harvard.
  18. Krilovs L., 2003, Ekonomiskas domas vesture: I dala, RTU izdevnieciba, Riga.
  19. Krilovs L., 2008, Ekonomiskas domas vesture: II dala, RTU izdevnieciba, Riga.
  20. Lawrence J., Corbitt B., Fisher J., Tidwell A., 2000, Internet commerce. Digital models for business, 2nd edition, John Wiley & Sons Inc., Hoboken.
  21. Levitt T., 1983, After the sale is over..., Harvard Business Review, vol. 61.
  22. LSA, 2012, Latvian Scientific Academy, AkadTerm, http://termini.lza.lv [access: 12.02.2014].
  23. Morgan R.M., Hunt S.D., 1995, The Commitment - Trust Theory of Relationship marketing, Journal of Marketing, vol. 58(3).
  24. Osterwalder A., Pigneur Y., 2010, Business model generation, John Wiley & Sons Inc., Hoboken.
  25. Pine J.B., II, Gilmore J. H., 1999, The Experience Economy. Work Is Theatre & Every Business a Stage, Harvard Business School Press, Boston.
  26. Reichheld F.F., Markey R.G., Hopton C., 2000, The loyalty effect - the relationship between loyalty and profits, European Business Journal.
  27. Reichheld F.F., 2003, The One Number You Need to Grow, Harvard Business Review, vol. 81(12).
  28. Sadeh N., 2002, M-Commerce. Technologies, services, and business models, John Wiley & Sons Inc., New York.
  29. Sceulovs D., Gaile-Sarkane E., 2011, E-Marketingfor a Company. External and Internal Influence, [in:] 16th International Conference "Economics and Management 2011", Czech Republic, Brno, 27-29 April, 2011, Kaunas University of Technology, Kaunas.
  30. SEDUC, 2014, Software Engineering Department of University of Craiova, E-business models, http://software.ucv.ro/~cbadica/didactic/ce/documente/ModeleEBusiness.pdf [access: 28.02.2014].
  31. Tidwell P.M., Horgan D.D., 1993, Brand character as a function of brand loyalty, Current Psychology, vol. 11(4).
  32. Walden S., 2014, Startup Success By the Numbers, http://mashable.com/2014/01/30/startup- -success-infographic [access: 10.04.2014.].
  33. Wilson T., 1999, Models in information behaviour research, http://www.informationr.net/ tdw/publ/papers/1999JDoc [access: 12.12.2013].
Cited by
Show
ISSN
2300-6102
Language
eng
URI / DOI
http://dx.doi.org/10.4467/23539496IB.13.046.2431
Share on Facebook Share on Twitter Share on Google+ Share on Pinterest Share on LinkedIn Wyślij znajomemu