Lojalność nabywców finalnych

• Autorzy: Baruk A. I.
• Języki publikacji: PL

Abstrakty

EN

In the article the problem of building customers' emotional loyalty and activating them as prosumers was presented. On the base of the results of the fieid empirical researches the level of respondents' Loyalty towards producers of food products was described. The scope of respondents' activity relating to sharing with producers and others customers their opinions about food products and to taking part in preparation different elements of market offer was shown too. The main fields of past and present prosumption activity of respondents were underlined and required directions of future activity of producers to use potential of customers in the correct way were proposed. The key aim of producers on the food market should be shaping community of customers feeling strongly emotional loyalty towards given producer and his offer.

Słowa kluczowe

PL

lojalność zakupowa; lojalność nabywców; aktywność prosumpcyjna

EN

customers' emotional loyalty; prosumption activity

• Wydawca: Wydawnictwo SIGMA-NOT
• Czasopismo: Problemy Jakości
• Rocznik: 2011
• Tom: R. 43, nr 8
• Strony: 35--40
• Opis fizyczny: Bibliogr. 2 poz.

Twórcy

autor

Baruk A. I.

Bibliografia

• 1. Baruk A., Postmodernistyczne koncepcje marketingowe a marketing klasyczny, Dom Organizatora, Toruń 2008.
• 2. Kotler Ph., Marketing. Podręcznik europejski, PWE, Warszawa 2002.
• 3. Payne A., Marketing usług, PWE, Warszawa 1997.