Model of the impact of sales promotion on customer loyalty

Straipsnyje pateikiamos ir teoriškai analizuojamos įvairios pardavimų skatinimo teikiamos naudos pirkėjams ir jų poveikio pirkėjų elgsenai specifika. Aptariami kaininio ir nekaininio pardavimų skatinimo teikiamų naudų pirkėjams praktinis ir hedonistinis aspektai. Pabaigoje pateikiamas apibendrinantis modelis, atskleidžiantis pirkėjų lojalumo formavimo, taikant pardavimų skatinimo priemones, galimybes.Various benefits of sales promotion and their impact on the specifics of consumer behaviour are provided and theoretically analysed in the article. Utilitarian and hedonic aspects of the benefits provided by price and non-price promotions are discussed. According to theoretic insights, resumptive model, which highlights the possibilities of customer loyalty formation using tools of sales promotion. The matter of the model is to show the possibility of the usage of sales promotion as a tool for reaching various organizational goals. Customer loyalty formation can be assumed as one of such goals. By using sales promotion, which provides benefits according customer's wishes, organization can adopt a valuable competitive advantage in the market