RESEARCH ON FACTORS DETERMINING LOYALTY OF COSTUMERS OF COMPANIES PROVIDING ACCOMMODATION AND CATERING SERVICES IN LITHUANIA

Abstract

Changing technologies, increasing customer expectations and competition between organizations lead to the fact that the study of factors determining customer loyalty can become a suitable organizational solution for attracting, maintaining and minimizing turnover of consumers. Consumer loyalty is recognized as a strength that an organization can acquire, and at the same time, it ensures the continuity of operations due to the fact that loyal consumers significantly determine the profitability of the company’s activities. The article presents a study of the factors determining the loyalty of service users in the case of the accommodation and catering services sector, answering the problematic question – what factors determine the loyalty of consumers in the accommodation and catering services sector in Lithuania? After conducting a theoretical analysis, the factors determining the loyalty of service users were determined, and by applying the multi-criteria Analytical Hierarchy Process (AHP) method, the significance of the factors determining the loyalty of the customers used for this study in the Lithuanian accommodation and catering sector was determined.