| Abstract [eng] |
The purpose of this dissertation is to evaluate the link between customer loyalty and satisfaction in the car service market in Siauliai city. In the first part of this work the main concepts such as loyalty and satisfaction are explained identifying all the elements of each concept. The classification of customer loyalty is discussed in this part as well as different stages of customer loyalty. As found in scientific literature, there are many stages of customer satisfaction, thus for the puspose of this work they have been summarised into four main categories. Customers that are classified to belong to the first group are called ‘neutral’, these are the customers that have not yet purchased the item or used the service. The customers of the second group are ‘explorers’, they have purchased or used the service only once in the past. The third group is ‘dedicated’ customers, who have used the service or purchased the item multiple times, however, they are not entirely convinced to become loyal customers. The last, fourth stage is ‘loyal’ customers, who are faithfull to the service or product despite promotions made by competing brands. The ways of measuring customer loyalty and satisfaction are also included in the first part of this dissertation. Customer attitude and actions have been used to measure their loyalty, while customer satisfaction has been measured by taking into account their expectations. Methodology is the focus of the second part of the dissertation. The selection of the method and its application to the study is analised here as well as the device for data collection and its reliability. Methods of statistic data analysis are also defined in this part, such as descriptive statistics (counted frequencies, averages and deflections), analysis of hypotheses (scientifically acknowledged or rejected opinions) and also analysis of corellation. After calculating Spearman’s coefficient of corellation the link between customer loyalty and satisfaction has been recognised as existing. The strength and dependence of these two links is also discussed. The third part of this work concentrates on the collected data. It states that there is a prevailing connection between customer loyalty and satisfaction in the market of automotive service stations in Siauliai city. In addition to the analysis of the dimensions of customer loyalty and satisfaction, statistically significant dependancy on demografic characteristics of the respondents (their gender, age, social standing, the frequency of used services) is the focus of this part of dissertation. Taking all factors into account, it has been proved that there is a medium strength link between customer loyalty and their satisfaction in the market of automotive service stations in Siauliai city. |
