Management Theory and Studies for Rural Business and Infrastructure Development, Volume 17

Determination of the best suitable structure of promotional benefits for different loyalty stages' customers

Lina Pilelienė

Abstract

The peculiarities of the usage of promotional benefits 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. According
to the results of the empiric research, the eventual structure of promotional benefits which is
best suitable to customers being on different loyalty stages is provided.

Keyword(s): customer loyalty, loyalty stages, promotional benefits, sales promotion


Full Text: PDF

Refbacks

  • There are currently no refbacks.
1059 views

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.