| Abstract [eng] |
The goal of this Master's thesis is to evaluate the relationship between customer satisfaction and customer loyalty in Šiauliai electronic communications services market. The literature review part examines the concepts of customer loyalty and customer satisfaction: it aims to define a loyal customer and identify methodology for measuring loyalty, as well as analyses the concept of customer satisfaction by laying down a structure for the concept of satisfaction and setting out arguments which suggest the relationship between customer satisfaction and customer loyalty. The second part of the paper specifies research methodology and research process. The study will use a quantitative research method – a questionnaire. This part justifies the constructed data collection instrument and its reliability, as well as describes the reasons for the use of the selected method, also time and location of the research. The investigative part analyses data collected after interviewing 402 respondents on customer satisfaction with electronic communications services provided in Šiauliai, as well as customer loyalty to their selected company. This part also addresses different dimensions of customer satisfaction and customer loyalty, and examines their statistically significant dependence on demographic characteristics of the respondents. The research focuses on identification of customer satisfaction with services provided by electronic communications companies and customer loyalty to these companies. |
