Management Theory and Studies for Rural Business and Infrastructure Development, Volume 15

Sales promotion-based customer loyalty formation

Lina Pilelienė

Abstract

Main results of the research for identification of the impact of sales promotion on customer
loyalty are provided in the article. The methodology for the estimation of an influence of
sales promotion on customers with different loyalty stages is presented. Using the formulated
methodology, the model of sales promotion-based customer loyalty formation is composed and
validated empirically.

Keyword(s): customer loyalty, customer loyalty formation, sales promotion


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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.