- Author
- Kaczmarczyk Stanisław
- Title
- Lojalność nabywcy i metody jej badania
Loyalty of a Buyer and its Research Methods - Source
- Prace Naukowe Akademii Ekonomicznej we Wrocławiu, 2003, nr 1004, s. 224-232, bibliogr. 6 poz.
- Issue title
- Badania marketingowe : metody, tendencje, zastosowania
- Keyword
- Lojalność klientów, Klient, Zachowania konsumenta
Customer loyalty, Customer, Consumer behaviour - Note
- summ.
- Abstract
- W kolejnych czterech częściach artykułu przedstawiono: charakterystykę lojalności nabywcy, metody badania świadomości lojalności, metody badania lojalności deklarowanej oraz metody badania lojalności rzeczywistej.
Loyalty is the human psychologic feature which results in doing regular purchases of the same brand or purchases in the same point of sale. The subject of research is the awareness of loyalty declarative loyalty and real loyalty. Each of these research processes requires an application of different methods, especially the methods of data collecting. Qualitative methods like group intervievs or projective methods are usually employed in exploration of the awareness of consumer loyalty. The data on the declarative loyalty are often obtained from such methods like surveys and personal interviews. However, in the real loyalty research, the data sources are not the buyers declarations but their real behaviour. In that case the secondary sources are employed (mainly internal data bases) and such data gathering methods like panels, experiments and observations. (original abstract) - Accessibility
- The Main Library of the Cracow University of Economics
The Library of Warsaw School 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 - Bibliography
-
- Falkowski A., Tyszka T., Psychologia zachowań konsumenckich, Gdańskie Wydawnictwo Psychologiczne, Gdańsk 2002.
- Hill N., Alexander J., Pomiar satysfakcji i lojalności klientów, Oficyna Ekonomiczna, Kraków 2003.
- Mazurek-Łopacińska K., Zachowania nabywców i ich konsekwencje marketingowe, PWE, Warszawa 2003.
- Reinartz W., Kumar V., On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing, "Journal of Marketing", October 2000.
- Reinartz W., Kumar V., The Mismanagement of Customer Loyalty, "Harvard Business Reviev July 2002.
- Sudolska A., Lojalność konsumentów i jej pomiar, [w:] Marketingowe testowanie produktów red. S. Sudoła, J. Szymczak i M. Haffera, PWE, Warszawa 2000.
- Cited by
- ISSN
- 0324-8445
- Language
- pol
