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

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2015

Kód důvěrnosti údajů

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

Název statě ve sborníku

CLC 2015: Carpathian Logistics Congress: Congress Proceedings

ISBN

978-80-87294-64-2

ISSN

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e-ISSN

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Počet stran výsledku

6

Strana od-do

231-236

Název nakladatele

TANGER, spol. s r.o.

Místo vydání

Ostrava

Místo konání akce

Jeseník

Datum konání akce

4. 11. 2015

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

000387950100035