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Gołąb-Andrzejak Edyta (Politechnika Gdańska)
Lojalność w społeczeństwie informacyjnym na przykładzie "pokolenia Milenium"
Loyalty in the Information Society on the "Millennials" Example
Marketing i Rynek, 2014, nr 11 (CD), s. 11-21, bibliogr. 92 poz.
Słowa kluczowe
Lojalność, Lojalność klientów, Pokolenie Y, Pokolenia, Społeczeństwo informacyjne
Loyalty, Customer loyalty, Generation Y, Generation, Information society
streszcz., summ., Artykuł dostępny na płycie CD
W artykule podjęto rozważania dotyczące zagadnienia lojalności w obecnym społeczeństwie informacyjnym. Powszechnie panująca konsumpcja oraz "zalew informacyjny", wynikający z wykorzystywania nowoczesnych technologii w zakresie komunikacji sprawiły, że postanowiono sprawdzić, czy wciąż możemy mówić o lojalności klientów. Pokoleniem, które stanowi ważny segment rynku i jednocześnie podmiot analizy, jest pokolenie Y, tzw. "Millenium generation". W artykule został ukazany stan obecnej wiedzy na temat tego pokolenia oraz jego lojalności. (abstrakt oryginalny)

The article elaborates on the issue of loyalty in the information society at present. Generally, prevailing consumption and "the flood of information", as a result of using modern technologies in the field of communication, have caused the decision to verify if we can still talk about customer loyalty. The generation, which is an important segment of the market and at the same time the subject of the analysis, is Generation Y, the so-called "Millennium generation". In the article was shown the current state of knowledge about this generation and their loyalty. (original abstract)
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Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
Biblioteka Główna Uniwersytetu Ekonomicznego we Wrocławiu
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