| Abstract [eng] |
The object of the study is customer loyalty promotion policy. The purpose of it is to analyze theoretical aspects of customer loyalty promotion policy and to examine customer loyalty promotion policy in telecommunication companies. The tasks of the study are as follows: to review customer loyalty promotion policy‘s conception, and categories of customer loyalty; overlook different theoretical viewpoints concerning client loyalty promotion policy and the instruments of it; analyze customer loyalty promotion policy in Lithuanian telecommunication companies: overlook overall present situation in Lithuanian telecommunication market; analyze principles of customer loyalty promotion policies applicable in Lithuanian telecommunication companies; analyze proportions of customer loyalty categories in the main Lithuanian companies; survey effectiveness of loyalty programs taking place in Lithuanian telecommunication market; summarize collected information; lay conclusions of the study and proposals to improve customer loyalty promotion policies in Lithuanian telecommunication companies. Theoretically customer loyalty promotion policy is perceived as a composition of five main factors: public communication and the image of company in the market; base and value added services; customer relationship management; customer service standard and loyalty programs. The effectiveness of customer loyalty promotion policy can be measured by dividing company’s clients into customer loyalty categories. There are several methods for this process; all of them are executed by surveying customers. “Omnitel” and “Bitė Lietuva” do apply customer loyalty promotion policies and suggest client’s loyalty programs. These programs are not managed effectively. The main reason of ineffectiveness for customer loyalty policy is a gap in communication between company and its customers. Company “Tele2” does not practice specific loyalty promotion policy concerning customers. The strategy of this company prefigures equal consumption opportunities for both new and existing clients. In Lithuanian telecommunications market there is focused change tendency from functional to the emotional service perception. Collected theoretical and practical information has been summarized. The proposals to improve principles of customer loyalty promotion policy in Lithuanian telecommunication companies are laid with reference to the results of the study. The study can be useful to telecommunication business companies, students and lectors of management and communication science fields. |
