Management Theory and Studies for Rural Business and Infrastructure Development, Volume 19

Customer loyalty stimulation orientated human resource management. Theoretical insight

Palmira Papšienė, Neringa Vilkaitė

Abstract

Customers judge organization and it‘s products regarding the behaviour of employees,
with which customers communicate. As a result, one way to differentiate rural business organization
under the conditions of rural business and it‘s infrastructure development, could be human
resource management orientated to customer loyalty stimulation. The purpose of this article is to
propose theoretical concept of human resource management orientated to customer loyalty stimulation,
which could be applied in modern organization (including rural business organization).
In order to accomplish the synthesis of variours authors attitudes and interpretations (which is
grounded on logical abstraction), systemic analysis method was applied. Analysis of theoretical
insight to customer loyalty stimulation orientated human resource management, enabled authors
to accomplish theoretical model for orientating human resource management to customer loyalty
stimulation.

Keyword(s): customer loyalty orientated human resource management, human resources, human resource management, customer loyalty


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Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355

This journal is published under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License. Responsible editor: Dr Audrius Gargasas.