BUILDING CUSTOMER LOYALTY AS THE BASIS FOR THE STABILIZATION OF RELATIONSHIPS IN THE SUPPLY CHAIN

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25310%2F15%3A39900397" target="_blank" >RIV/00216275:25310/15:39900397 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

BUILDING CUSTOMER LOYALTY AS THE BASIS FOR THE STABILIZATION OF RELATIONSHIPS IN THE SUPPLY CHAIN

Original language description

The loyalty of customers in the current market environment is vital for businesses. Loyalty is enhanced by all activities and tools that increase the size of the customer perceived value, making customers interested in closer cooperation and strengthening their emotional ties to the company. In terms of manufacturing companies, it is important to choose appropriate tools depending on whether they are to strengthen the loyalty of direct customers (other manufacturers, distribution intermediaries) or end customers. The literature, however, deals primarily with sales support tools, other tools and methods of their use are dealt with to a lesser extent. It is also usually focused on building the loyalty of end consumers without being concerned with tools for enhancing the loyalty of direct customers. It is minimally dealt with how to develop cooperation in the context of multiple entities (in a chain/value network or part of it) so as to strengthen the loyalty of end customers, which is the foundation of prosperity of the network links and that of the network as a whole. Based on the results of a research in two companies producing food products, the article evaluates the tools used for building loyalty in relation to the distribution intermediaries and final consumers, and consequently suggests ways to improve the process of building loyalty.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

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Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2015

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

CLC 2015: Carpathian Logistics Congress: Congress Proceedings

ISBN

978-80-87294-64-2

ISSN

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e-ISSN

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Number of pages

6

Pages from-to

231-236

Publisher name

TANGER, spol. s r.o.

Place of publication

Ostrava

Event location

Jeseník

Event date

Nov 4, 2015

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

000387950100035