PARDAVIMŲ SKATINIMO TAIKYMAS VARTOTOJŲ LOJALUMO FORMAVIMUI
USAGE OF SALES PROMOTION FOR CUSTOMER LOYALTY FORMATION

Summary/Abstract: The fundamental for customer loyalty to exist are relation-ships between organization and its customers. The main objec-tive for any organization is value creation, which is possible only when the organization knows its customers, their needs and expectations. Obviously, casual transactions can not ensure long-term business success and lose their significance for the organizations. Therefore, it becomes important for the organiza-tions to build and maintain relationships with their customers, i. e. to form customer loyalty. The necessity of relationship mar-keting emerges. All customers can be attached to a particular loyalty stage, according to their attitudinal and behavioural characteristics. The analysis of scientific literature enabled to distinguish four stages of customer loyalty: (1) “Neutral customer”, (2) “Poten-tially loyal customer”, (3) “Unconsciously loyal customer”, and (4) “Genuinely loyal customer”. In every loyalty stage, custom-ers have different needs and demands. Knowing the specific customer characteristics and needs in every loyalty stage, organization can plan and implement sales promotion best corresponding to specific individual customer’s needs.

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