| Title |
Lojalumo programos įvertinimas finansiniu ir rinkodaros požiūriais / |
| Translation of Title |
Evaluation of loyalty programme in financial and marketing aspects. |
| Authors |
Žigienė, Gerda ; Maciūtė, Giedrė |
| Full Text |
|
| Is Part of |
Tiltai. 2006, nr. 1, p. 29-35.. ISSN 1392-3137 |
| Keywords [eng] |
Loyalty ; Loyalty programme ; Customer lifetime value |
| Abstract [eng] |
The main problems that the authors faced with while writing this paper are: The lack of scientific literature disclosing the analysis and evaluation of loyalty programme, especially from both mentioned viewpoints at once; The lack of the companies that have enough information for the analysis and the evaluation of their programmes could be made. Some findings and conclusions of this article can be summarized in following statements: The loyalty programme is one of the best tools that company can use seeking to lengthen customer's lifetime and to create the long term relations with them; The loyalty programme is useful for the company because it enables company to have stable earnings and lower selling costs. |
| Type |
Journal article |
| Language |
Lithuanian |
| Publication date |
2006 |
