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2017 | 330 | 25-36

Article title

Strategie migracji klientów a lojalność względem dostawcy usług

Authors

Content

Title variants

EN
Customer migration strategies and loyalty to the service provider

Languages of publication

PL

Abstracts

PL
W artykule ukazano związek pomiędzy typem strategii migracji klientów do kanału on-line (przymusowa, swobodna, oparta na karach/nagrodach) a zmianą w poziomie lojalności względem usługodawcy. Celem artykułu jest znalezienie odpowiedzi na pytanie badawcze: czy rodzaj zastosowanej strategii migracji klientów do kanału on-line ma wpływ na lojalność klientów? Pierwsza część artykułu stanowi tło teoretyczne do badania zagadnienia lojalności konsumentów. W części empirycznej, na przykładzie usług telekomunikacyjnych, wykorzystano podejście scenariuszowe. Wyniki badania wykazały, że jakakolwiek zmiana w dotychczasowych warunkach współpracy usługodawcy z klientem wpływa na poziom jego lojalności, rozumianej jako intencja zakupu kolejnej usługi. W końcowej części artykułu sformułowano wnioski oraz praktyczne implikacje.
EN
The article indicates the relationship between type of e-channel migration strategy (forced/ voluntary strategy, based on punishment/reward) and the change in level of loyalty to the service provider. The purpose of this article was to find out: Does the type of customer migration strategy to the online channel have an impact on customer loyalty? The study (scenario approach, case of telecommunications services) results suggest that any change in the conditions of cooperation between customer and service supplier affects the level of customer loyalty. In the final part of the article conclusions and practical implications were formulated.

Year

Volume

330

Pages

25-36

Physical description

Contributors

author
  • Uniwersytet Marii Curie-Słodowskiej w Lublinie. Wydział Ekonomiczny. Katedra Marketingu

References

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Document Type

Publication order reference

Identifiers

ISSN
2083-8611

YADDA identifier

bwmeta1.element.cejsh-bb97075b-35bb-40a7-892c-f12393772d51
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