Service customers’ loyalty evaluation

Neringa Vilkaitė-Vaitonė

Doctoral dissertation

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The dissertation investigates the problem of evaluation of customer loyalty towards a service provider on a theoretical and practical level. The object of research is the evaluation of customer loyalty towards a service provider. The purpose of this dissertation is to create the model of evaluation of customer loyalty towards a service provider meeting the contemporary needs of service organisations, which could be flexibly applied by various service organisations in different data accessibility situations.

The research approaches the following major tasks: 1) to specify the concept of customer loyalty, to identify the specifics and drivers of customer loyalty towards a service provider and to reveal the problems of evaluation of customer loyalty towards a service provider; 2) to perform the critical analysis of the methodological potential of customer loyalty evaluation; 3) to design the model of evaluation of customer loyalty towards a service; 4) to test the applicability of the model of customer loyalty evaluation towards a service provider empirically.

The dissertation consists of the introduction, four chapters, summary of results, lists of references and author’s publications on the subject of the dissertation, as well as two annexes.

The introduction reveals the investigated problem, importance of the thesis, describes the object of the research, purpose and tasks, research methodology, scientific novelty, the practical significance and defended statements.

Chapter 1 substantiates the specifics of evaluation of customer loyalty towards a service provider. At the conclusion of the chapter, the problems of evaluation of customer loyalty towards a service provider are presented. Chapter 2 analyses the methodological potential of evaluation of customer loyalty comprising both one-dimensional and multidimensional methods. The chapter also formulates methodological presumptions for measuring the customer loyalty. Chapter 3 presents the model of evaluation of customer loyalty towards a service provider ensuring the possibility to solve the problems of selection of the concept of loyalty, selection of measures and their significance, adaptation of loyalty evaluation to data accessibility, and attribution of loyalty states. Chapter 4 presents the methodology of application of the suggested model of evaluation of customer loyalty, and the suggested model is tested by conducting the empirical research using the data of the catering company.

13 articles focusing on the subject of the dissertation are published, 10 of them in reviewed periodical academic journals. One of the articles was published abroad (in the United States of America). 12 presentations on the subject of the dissertation have been given in national and international conferences.

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DOI: https://doi.org/10.20334/2293-M

Book details

Data sheet

Year:
2014
ISBN:
978-609-457-754-3
Imprint No:
2293-M
Dimensions:
145×205 mm
Pages:
172 p.
Cover:
Softcover
Language:
Lithuanian
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