Companies allocate significant resources in loyalty programs with the primary goal of enhancing customer loyalty. However, the effectiveness of these programs is now a subject of academic debate. ...Scholars highlight concerns such as the creation of spurious loyalty, the need for perceived value, and evolving consumer expectations. To succeed in this changing landscape, companies must embrace creativity and innovation in their loyalty program design. As creativity and innovations in loyalty programs are new and little-studied phenomenon, a comprehensive assessment of potential creative and innovative features in loyalty programs is essential for a deeper understanding of their influence on customer loyalty. The aim of this study was to measure the influence of creative and innovative loyalty programs’ features on customers’ attitudinal, conative, and behavioural loyalty. 203 respondents took part in the research. Ordered logistic regression analysis was used to reach the aim of the study. The research findings indicate that engagement-, gamification-, personalization-, and experience-based loyalty programs have an influence on customer loyalty. All four types of features of creative and innovative loyalty programs influence attitudinal and behaviour loyalty, and three types of features of loyalty programs, i.e., engagement-, gamification-, and experience-based, influence conative loyalty. The study findings underscore the importance of designing new features of loyalty programs that align with specific loyalty dimensions, as they can have differential effects on attitudinal, conative, and behavioural aspects of customer loyalty. Such insights are valuable for companies seeking to enhance customer loyalty through creative and innovative loyalty program design and implementation.
The aim of the article is to create a practically applicable model of the use of emotional appeals for the advertising of personal goods. The theoretical part of the article reviews the use of ...emotional appeals in advertising and their classification, presents the categories of personal goods. During the expert interview, it was determined which emotional appeals were most appropriate for the advertising of personal goods. Based on the results of the content analysis and questionnaire survey, the main emotional appeals that encourage consumers to purchase the advertised product have been identified; the strength of the emotions caused by the advertisement must be determined and the main elements of the advertisement that form the emotional appeal must be named. Based on the results of the research, a model of the use of emotional appeals for the advertising of personal goods was developed, distinguishing the recommended emotional appeals, emotional strength and advertising elements.
The article aims to identify the importance of experience marketing dimensions for city residents’ and visitors’ loyalty. The theoretical part of this article analyses the concepts of experience and ...city marketing, city customers and their importance to the city, and distinguishes the main dimensions of experience marketing in the city. During the quantitative research, the impact of experience marketing dimensions on the loyalty of Kaunas city residents and visitors was determined. Also, using regression analysis the relation between the evaluation of experience marketing dimensions of Kaunas city residents and visitors and the behavioural and attitudinal loyalty was established.
Increasing significance of brand equity encourages to analyse brand equity concept, its dimensions, and their impact on purchase intentions. Understanding why customers are willing to purchase ...certain food brands can help both retailers, and food product’s manufacturers build brands and compete in the market. Thus, the
of this research is to evaluate the impact of brand equity dimensions on purchase intentions buying food products in Lithuania.
: literature analysis, comparative, systematic analysis, questionnaire survey as a quantitative method, data analysis, regression analysis was used to achieve the aim. Results indicate that brand awareness doesn’t have significant impact on purchase intentions buying food products in Lithuania. Brand image, perceived quality and brand trust are deeply associated with purchase intentions buying food products in Lithuania and influence purchase intentions in a given order by their impact.
The paper presents the determination of types of digital consumers in Lithuania and Georgia and their response to the techniques of online sales promotion. Firstly, readers are introduced with the ...theoretical classification of digital consumers and online sales promotion techniques. Then, the methodological principles of the research identifying Lithuanian and Georgian types of digital consumer and their response to the techniques of the online sales promotion are defined. The results of the research are presented; the comparative analysis of both countries based on the main findings are introduced.
The paper presents the analysis of switching behavior and factors involved in the formation of customer switching behavior in the context of economical crisis. Firstly, readers are introduced with ...the theoretical attitude of customer switching behavior. Then the methodological principles of the research on factors affecting potential switching behavior of loyal customers are defined.
Straipsnyje pateikiami lojalių vartotojų galimą pakeitimo elgseną formuojančių veiksnių tyrimo rezultatai ekonominės krizės kontekste. Pristatomos vartotojų pakeitimo elgsenos teorinės nuostatos, pagrindžiama lojalių vartotojų pakeitimo elgseną formuojančių veiksnių tyrimo metodologija. Pristatomi tyrimo rezultatai, pateikiama lyginamoji anksčiau atliktų tyrimų analizė.
Straipsnyje pateikiami lojalių vartotojų galimą pakeitimo elgseną formuojančių veiksnių tyrimo rezultatai. Analizuojamos vartotojų pakeitimo elgsenos1 teorinės nuostatos, pagrindžiama lojalių ...vartotojų pakeitimo elgseną formuojančių veiksnių tyrimo metodologija. Pristatomi empirinio tyrimo, atlikto dviem etapais, pagrindiniai rezultatai.
The paper presents the analysis of switching behavior and factors involved in the formation of customer switching behavior in the context of customer loyalty. Firstly, readers are introduced with the theoretical attitude of customer switching behavior. Then the methodological principles of the research on factors affecting potential switching behavior of loyal customers are defined.
Building relationships with customers often becomes the activity that further guarantees successful competition for the organization in the ever-changing business world. Different scientists ...acknowledge customer relationship to be of benefit for organizations on a long-term basis by emphasizing economic and non-economic benefits resultant from customer loyalty. However, the analysis of practical examples shows, that customer loyalty is not a static, but changeable. However, the importance of customer loyalty for business organizations induces further scientific discussion regarding the topic of customer retention: scientists are constantly searching for new ways enabling companies to control customer switching behaviour. It is no coincidence that customer loyalty studies presented in scientific literature recently have started focusing on the process of ending relationship between the customer and companies with the aim to reveal reasons existing behind the customer decision to end his/her relationship with the company. The analysis of relationship ending as of the outcome of behavioural disloyalty is assumed to lead to significant insight regarding issues of customer loyalty management and to help avoid potential loss of customers.
Customers’ decision to change companies is influenced by many factors. The analysis of scientific literature shows that different factors affecting customer switching behaviour exist, and they are often dependent on industry, individual sector or business specifics. Depending on the effect, the factors that affect customer switching behaviour are divided into those supporting (loyalty repressing factors) and repressing switching behaviour (loyalty supporting factors).
The evaluation of presumptions of customer loyalty and the customer switching behaviour formation as well as the establishment of functional links between customer loyalty and switching behaviour variables enables to form the model of formation of potential switching behaviour of loyal customers. The model of formation of potential switching behaviour of loyal customers could help companies in establishing customer-specific factors that affect potential switching behaviour of their loyal customers and, moreover, it could help to foresee the factors’ influence on the possible occurrence of switching behaviour. Knowing customer-specific factors that affect potential switching behaviour of their loyal customers, organizations could reduce the probability of occurrence of loyal customer switching behaviour, find new ways to prevent customers’ turnover and make better targeted decisions regarding loyalty building.
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