Klientu lojalitātes veidošana kā integrēto mārketinga komunikāciju instruments: "Zvaigzne" un "Jānis Roze" gadījumu analīze
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Latvijas Universitāte
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Abstract
Bakalaura darba "Klientu lojalitātes veidošana kā integrēto mārketinga komunikāciju instruments: "Zvaigzne" un "Jānis Roze" gadījumu analīze" mērķis ir noskaidrot, vai "Zvaigznes” un "Jāņa Rozes" izmantotie integrētās mārketinga komunikācijas instrumenti veicina klientu lojalitāti.
Darba teorētiskajā daļā aprakstīta teorija par mārketingu, integrēto mārketinga komunikāciju, patērētāju uzvedību, lēmumu pieņemšanu, kā arī apskatīts lojalitātes jēdziens un veidošana. Empīriskajā daļā aplūkoti "Zvaigznes" un "Jāņa Rozes" izmantotie integrētās mārketinga komunikācijas instrumenti un analizēts, kā klienti vērtē uzņēmumu lojalitātes veidošanas aktivitātes.
Atslēgas vārdi: integrētā mārketinga komunikācija, lojalitātes veidošana, lojalitātes programmas, klientu kartes, "Zvaigzne", "Jānis Roze".
The aim of the bachelor paper "Customer loyalty building as integrated marketing communications tool: "Zvaigzne" and "Janis Roze" case study" is to determine, weather integrated marketing communications tools, used by book retailers "Zvaigzne" and "Janis Roze", encourage customer loyalty building. The theoretical part describes theories of marketing, integrated marketing communications, consumer behavior, decision-making processes and views the concepts of loyalty and customer loyalty building. The empirical part reflects integrated marketing communications tools used by "Zvaigzne" and "Janis Roze" and analyzes customer attitude and valuation of both company's loyalty building activities. Keywords: integrated marketing communications, loyalty building, loyalty programs, customer cards, "Zvaigzne", "Janis Roze".
The aim of the bachelor paper "Customer loyalty building as integrated marketing communications tool: "Zvaigzne" and "Janis Roze" case study" is to determine, weather integrated marketing communications tools, used by book retailers "Zvaigzne" and "Janis Roze", encourage customer loyalty building. The theoretical part describes theories of marketing, integrated marketing communications, consumer behavior, decision-making processes and views the concepts of loyalty and customer loyalty building. The empirical part reflects integrated marketing communications tools used by "Zvaigzne" and "Janis Roze" and analyzes customer attitude and valuation of both company's loyalty building activities. Keywords: integrated marketing communications, loyalty building, loyalty programs, customer cards, "Zvaigzne", "Janis Roze".