HUMAN RESOURCES MANAGEMENT ORIENTED TO CUSTOMER LOYALTY EXPRESSION IN LITHUANIAN ORGANIZATIONS

Neringa Vilkaitė, Palmira Papšienė

Abstract


One way to differentiate organization in today’s knowledge-based economy field, human resources management oriented to employees and more specifically – to the promotion of their loyalty, thus ensuring the growth of customer loyalty is analysed in this paper. Theoretical assumptions of human resources management orientation to customer loyalty promotion and results of empirical survey are presented. Results of this survey show that main activities applied to promote customer loyalty were adaptation, selection and compensation together with protection.

KEY WORDS: customer, customer loyalty, customer loyalty promotion, human resources, human resources management, human resources management.


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