Title: Building close relationships with customers: polish enterprises´ practice
Authors: Bednarz, Joanna
Citation: Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2012, č. 3, s. 4-12.
Issue Date: 2013
Publisher: Západočeská univerzita v Plzni
Document type: článek
URI: http://www.fek.zcu.cz/tvp/doc/2012-3.pdf
ISSN: 1805-0603
Keywords: vztahový marketing;věrnost zákazníků;věrnostní program
Keywords in different language: relationship marketing;customer loyalty;loyalty program
Abstract in different language: The Pareto principle (the 80/20 Law) says that typically about 80% of revenue comes from just 20% of customers. It appears to make sense to concentrate most marketing resources on this group of buyers. It would be good if they were loyal. The purchasers' loyalty is an important factor determining a long term growth and the level of margins of each manufacturer. One of the instruments used for building close relations with customers is a loyalty program. It can be defined as a process conducted by the manufacturer or a service provider among his customers, directed towards establishing bonds and a permanent relationship of the type: product/service/brand – consumer. It is worth to implement loyalty programs on the market because of two reasons. One is to increase sales revenues by raising purchase/usage levels, and/or increasing the range of products bought from the supplier. A second aim is more defensive – by building a closer bond between the brand and current customer it is hoped to maintain the current customer base. Polish companies have been aware of the importance of building and maintaining relationships with their clients for many years. They had to possess special resources (mainly the skills and competence) and implement various instruments, also loyalty programs. They are organized mainly by: hypermarkets and supermarkets, petrol stations, telephone operators, pharmacies and beauty shops. It is worth to mention that they are relatively well recognised by the customers – over 40% of the Poles have at least one loyalty program card, 15% of them have a few. To make them interesting Polish enterprises offer both the discount and point systems. They also try to introduce attractive prizes as well as innovative technologies to encourage customers.
Rights: © Západočeská univerzita v Plzni
Appears in Collections:Číslo 3 (2012)
Číslo 3 (2012)

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