Sporto klubo „SportGates“ klientų lojalumo didinimas marketingo priemonėmis

Lastauskaitė, Milda

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Sporto klubo „SportGates“ klientų lojalumo didinimas marketingo priemonėmis

Lastauskaitė, Milda

URI: http://dspace.kaunokolegija.lt//handle/123456789/715

Data: 2018-06

Santrauka:

Baigiamajame darbe pateikiama lojalumo samprata, jo rūšys, klientų lojalumo didinimo priemonės. Apžvelgiama, kuo naudingas įmonei yra lojalus klientas. Įvardijami klientų poreikių ir elgesio skirtumai. Išanalizuojami išoriniai ir vidiniai kliento elgsenos veiksniai. Aptariamos marketingo priemonės ir jų taikymo nauda skirtingiems vartotojų segmentams. Detalizuojamos marketingo komplekso dalys: reklama, populiarinimas, kainodara. Atliekamas tyrimas sporto klube ,,SportGates“ ir tiriami veiksniai, turintys įtaką klientų lojalumui. Pateikiami projektiniai pasiūlymai, galintys padidinti klientų lojalumą ,,SportGates“ sporto klube.

Description:

Milda Lastauskaite. Professional BA thesis. Increasing the loyalty of sports club „SportGates“ clients through marketing tools. Supervisor Lecturer Lina Kupstiene. Kauno Kolegija/ University of Applied Sciences, Faculty of Management and Economics, Department of Administration. – Kaunas, 2018. 48 pages. In the final work, the possibilities of increasing the loyalty of sports club clients by means of marketing are analyzed. XXI century a person sports a lot of physical activity in his spare time. As a result, the demand for sports clubs is very high among people of all ages. When new sports clubs are being created, consumers tend to get lost among a large number of sports clubs, they do not know which option is best suited for them, so they try new alternatives offered by different companies. Customers lost their loyalty to one chosen organization. Customer loyalty is one of the key factors for business success. A loyal customer is more valued, in which the company invests more: time, attention, expenses. It’s more beneficial for a company to maintain loyal customers than attract new ones. One of the most difficult tasks for a company is to maintain loyal customers and increase their loyalty. The main problem of the professional BA thesis – Companies that make every effort to keep their customers loyal become a hard task. Bringing and retaining a loyal customer chain is one of the main goals of the organization. It is difficult to implement because of the volatility of users and low loyalty to the organization chosen. Considering the possibilities of increasing the loyalty of the sports club SportGates clients, the main problem is raised – which marketing tools can increase the loyalty of the sports club’s customers. The aim of the professional BA thesis – to evaluate SportGates’s customer loyalty marketing capabilities. Objectives of the professional BA thesis – to analyze the marketing tools to increase customer loyalty from a theoretical point of view. Establish measures to increase customer loyalty at a sports club. Identify opportunities for increasing customer loyalty at the sports club. Methods of the professional BA thesis – analysis, systematization and synthesis of scientific, publicistic literature, company data analysis, questionnaire survey, interviews. The structure – The work consists of three parts. The theoretical of the work, based on the literature of Lithuanian and foreign authors, discusses the concept of loyalty, reviews the types of loyalty of customers. The theoretical aspects of marketing tools to enhance customer loyalty and the benefits of their application are analyzed. Identify consumer needs and behavioral differences with respect to different ages. The factors that are important for effective organization of the organization are considered. The analytical part of the work presents the characteristics of SportGates sports club, describing the potential clients of the sports club. A description of the methodology of work research and the results of the research are presented. In the project part of the paper presents project proposals and their implementation possibilities. Proposals are organized in the light of the results of the research and provide opportunities for increasing customer loyalty. The work consists of 48 pages, 11 tables, 12 pictures, 26 references and sources of information, 2 appendices.

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