| Abstract [eng] |
Master's thesis analyses the dimensions of relationship quality that enables companies to establish long-term relations between the car sales companies and their clients and promotes the loyalty of the clients. The main objective of this paper is to develop the model of the impact of relationship quality on the loyalty of the client. To achieve the objective the core dimensions of relationship quality are identified based on the research on existing literature – communication effectiveness, trust, commitment, social benefits, special treatment benefits, technical and functional quality of a service. Work is in more detail the tasks which led to a working structure: in particular, defines the quality of relations, and customer loyalty marketing as a modern problem, and then analyzes the relationship quality dimension, the second chapter analyzes the marketing features of the car in the world, in Europe and Lithuania. Further work carried out testing to identify the relationship quality dimensions affecting the Lithuanian car dealership service customer loyalty – and the intention to repurchase intention to recommend. The analysis was based on 120 respondents. Empirical research found that relationship quality dimensions have the greatest impact on customer loyalty to the car trade companies. |
