| Abstract [eng] |
Master thesis analyses employee and customer loyalty. One of the methods to differentiate in the modern competitive market is the formation of employee loyalty. This is relevant because employee loyalty creates customer loyalty. The goal of the paper was to analyse theoretical aspects of employee and customer loyalty and to evaluate the expression of loyalty in “Splius” company. The goal was realized by the following tasks: to analyse the concepts of employee and customer loyalty and to identify common aspects of these concepts; to estimate theoretical presumptions of the relation between employee and customer loyalty; to evaluate employee and customer loyalty in JSC “Splius; to evaluate the relation between customer and employee loyalty in case of JASC “Splius”. The analysis of the concepts of customer and employee loyalty showed that loyalty is the commitment of attachment to particular object. In case of customer and employee loyalty this object is organization. The analysis of the types of customer and employee loyalty revealed that loyalty can be behavioural or attitudinal. Behavioural loyalty consists of purchase frequency, recommendations, while attitude involves satisfaction, preference, attachment, positive point of view and love to the brand. Loyal behaviour of employees includes positive reviews, supplementary work, inclination to stay in organization, and attitudinal loyalty consists of boasting, devotion, commitment to organization, belief in organization, identification with organization and orientation to customer. In order to substantiate theoretical presumptions of customer and employee loyalty, a questionnaire survey in JSC “Splius” was performed. In the researches that took place in November and December, 2016, participated 106 employees and 313 customers. The results of the research of employee loyalty in JSC “Splius” have shown that employee loyalty is strongest in the aspects of positive reviews, recommendations and contribution to the success of company, while attitudinal loyalty is strong in positive attitude towards organization. Customer loyalty in JSC “Splius” is weak in both dimensions, i. e. behaviour and attitude. Results of the empirical research have shown that employee loyalty is stronger than customer loyalty. |
