Title Klientų dalyvavimas paslaugose: lojalumo aspektas /
Translation of Title Customer participation in services: loyalty aspect.
Authors Mažeikienė, Violeta ; Simsonaitė, Aistė
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Pages 106
Keywords [eng] Customer participation ; roles ; loyalty ; involvement
Abstract [eng] Master's thesis analyzes the customer participation in the service of loyalty aspect. Customer participation in the service is becoming more and more important in the market which now no longer sufficient standard of services they need services tailored specifically for him. The scientific literature is available to find many of participation definitions, but there is no one opinion what is participation in service. It can be argued that the customer's participation in the joint development of services is the concept of providing direct customer involvement in projects together with professional service providers. This work further in the difference between customer engagement and outreach to services. Analyze clients' roles and levels of participation have revealed that the customer involved in participation services through three levels – the innovators, the source of expertise and counsel. Based on the level of participation has been developed empirical study. Finally, distinguished customer loyalty levels which are very important for the company wishes to identify your potential customer and focus on its development of marketing strategies. This work problem can be expressed as follows: is actively involved in the service the client is more loyal then passively involved client? In other words this paper seeks to answer the questions: or the customer involved in the service in the role of a lawyer is more loyal than customer participation in the service in another role? The empirical part of this work presents a study that was conducted in two stages – breakdown into two segments of informants who have been provided especially for them to adapt the semi-standardized interview questions. The first segment is customers participating in the service, the second segment – service providers – experts. This people are experts in them range and the interview questions may have been answered on the basis of experience and knowledge. Interviews were transcribed and performed by the qualitative content analysis of the data, excluding the categories and subcategories. The study revealed that customers involved in the service with a medium or high level of loyalty. These levels of customer loyalty usually participate in the service of source and advocate/ partial worker role. Customer of low loyalty levels do not get involved in service – they do not play any of the investigated participation roles. Expert interview results revealed that providers observes loyal customers, which involved services within the same participation in two roles as well as individual interviews.
Dissertation Institution Šiaulių universitetas.
Type Master thesis
Language Lithuanian
Publication date 2016