publication . Article . 2010

Determination of combinations of the attributes of sales promotion for different loyalty stages' customers

Pilelienė, Lina;
Open Access English
  • Published: 01 Jan 2010 Journal: Vadybos mokslas ir studijos - kaimo verslų ir jų infrastruktūros plėtrai, volume 2,010, issue 3 (22), pages 115-122 (issn: 1822-6760, Copyright policy)
Abstract
The peculiarities of the usage of sales promotion according to customer loyalty stage are being analyzed in the article. The main assumption here is that customers being on different loyalty stages have distinct needs and expectations with the sales promotion offerings. To be effective, sales promotion has to correspond to specific needs of a customer loyalty stage. On purpose to determine combination of attributes of sales promotion best suitable to customers being on different loyalty stages "Conjoint analysis" was performed. As the result, the combinations of attributes of sales promotion best suitable for customers being on each loyalty stage are provided.
Subjects
ACM Computing Classification System: ComputingMilieux_COMPUTERSANDSOCIETY
free text keywords: Lithuania ; Attributes of sales promotion ; Customer loyalty ; Loyalty stages ; Sales promotion
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