| Abstract [eng] |
Nowadays loss of customers' is a big misfortune for any organization. Always increasing competition and rising customers' demands causes many organizations to change. Keeping customers is becoming one of the prioritized goals, since it is much more expensive to attract new customers than keep the existing ones. Customers' loyalty and it's importance to the organization is getting more often emphasized in literature, because only loyal, attached customers help increase profits and market share. Some authors examine the conception of customers' loyalty, but there's no widely acknowledged definition of it. Most often loyalty is described as a strong attachment to organization's products or services and a will to recommend them to others. Foreign authors separate various factors that influence customers' loyalty, but they may differ in every organization, that's why it's important to find out which factors influence customers' loyalty in the banking sector, while researching it. Always increasing competition, when almost all banks are offering identical services and still fighting for their market position is causing them to determine and analyze customers' loyalty factors. Purpose of the Masters work is to research factors that influence customers' loyalty. Object of the work is: factors influencing commercial banks customers' loyalty. Goals of the work are: analyze customers' loyalty in scientific literature, identify factors that influence customers' loyalty and determine factors that influence customers' loyalty in Lithuania; The research analyzes customers' loyalty theoretical aspects that are defined in scientific literature. It presents different customers' loyalty conceptions and objects, classification and factors that are separated by different authors - that influence customers' loyalty in the service sector. Methodological par of the research describes foreign authors' researches (whose main goal is to define what factors influence customers' loyalty in the banking sectors in different countries) and their results. Referring to the analyzed theoretical literature and the results of the research that was carried out, a customers' loyalty influencing factors model was created, which consists of totally 7 factors. It was determined during the qualitative and the quantitative researches that the main factors influencing Lithuanian customers' loyalty are: quality, customer's satisfaction, banks and customer's relationship, banks image. The research showed that experts and customers value these factors differently, that's why it's important to take into account customers' demands and expectations while examining customers' loyalty factors. Work consists of 72 pages, it contains 5 tables, 26 pictures, 73 literature sourses were used. |
