Prekės ženklo „FitClub“ jaunų vartotojų lojalumo skatinimas marketingo priemonėmis

Šimkutė, Rimantė

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Prekės ženklo „FitClub“ jaunų vartotojų lojalumo skatinimas marketingo priemonėmis

Šimkutė, Rimantė

URI: http://dspace.kaunokolegija.lt//handle/123456789/921

Data: 2018-07

Santrauka:

Baigiamąjį darbą sudaro trys pagrindinės dalys: teorinės literatūros analizė, atliekamas prekės ženklo ,,Fitclub“ jaunų klientų lojalumo tyrimo rezultatų įvertinimas, pateikiami lojalumą skatinantys pasiūlymai bei sudaromas lojalumą gerinantis planas. Pirmoje darbo dalyje pateikiama aktualios mokslinės literatūros analizė apie klientų lojalumo subtilybes, galimus lojalumo tipus bei lygius, nusakoma klientų lojalumo svarba prekės ženklo rezultatams bei aprašoma ryšių marketingo priemonių įtaka, skatinanti klientų lojalumą. Antroje darbo dalyje yra išanalizuojami tyrimo gauti jaunų vartotojų rezultatai bei atliekamas prekės ženklo ,,Fitclub“ situacijos rinkoje vertinimas . Trečioje darbo dalyje pristatomas jaunų klientų lojalumą skatinantis planas, kuris padės suformuluoti pasiūlymus, galinčius išspręsti tyrimo metu atskleistas problemas.

Description:

Rimantė Šimkutė. Professional BA thesis. Encouraging the Customer Loyalty for the ,,Fitclub” Brand by Using Marketing Tools. Lecturer Aistė Veverskytė. Kauno Kolegija/ University of Applied Sciences, Faculty of Management and Economics, Department of Business Management. - Kaunas, 2018. 84 pages. In today's society, promoting a healthy lifestyle is becoming more and more popular. We may notice that some people take care of their health appearance and therefore spend a good amount of time in various sports gyms. With the gradual increase in consumerism, the level of competition has also grown and the ,,Fitclub“ brand organizes various sports events, which are increasingly focusing on customer loyalty creation, management and enhancement. We can assume that the brand loyalty of young consumers can generate rising incomes and ensure the success of the organization, because a loyal client has become a young person with a high probability that profits will remain for many years to come. But in the long run, most young people leave the ,,Fitclub“ sports club, so the company fails to keep young consumers alive and attract them to loyal customers. The ,,Fitclub“ brand must engage in a variety of marketing communications that shape the loyalty of young customers in order to meet the needs of the modern society and meet them as much as possible. The main problem. After analyzing the results of the ,,Fitclub” customer loyalty survey, it can be noted that young users are not such constant visitors, because they have a lot of options to choose the one that suits them best, so you can change your favorite or habitual brand at any time. With the goal of expanding and successfully developing business, ,,Fitclub's” brand managers began investing in customer loyalty programs, building close relationships with customers and thus promoting them, returning to ,,Fitclub” and continuing to use fitness centers. However, the problem is how to shape the loyalty of ,,Fitclub's” young clients and attract, maintain, and satisfy as many young user's needs as possible. Objectives. Evaluate the brand loyalty of ,,Fitclub's“ young customers and establish a communication marketing program to increase the loyalty of young consumers. Methods. Analysis of scientific literature and other sources, questionnaire survey, comparative analysis of competitors, analysis of corporate documents. The structure. This work consists of three main parts: the analysis of theoretical literature, the evaluation of the results of the brand loyalty research of ,,Fitclub's“ young customers, and offers loyalty suggestions, and a loyalty program. The first part of the work presents an analysis of relevant scientific literature on customer loyalty subtleties, possible types and levels of loyalty, the importance of customer loyalty to brand results and describes the influence of communication marketing tools that promotes customer loyalty. The second part of the work analyzes the results of the research of young consumers. In the third part of the work, a program promoting loyalty of young customers is presented, which will help formulate suggestions that can solve the problems revealed during the research. The work consists of 84 pages, 17 tables, 35 pictures, 39 references and sources of information, 3 appendices.

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