SUMMARY Jurgita Kalėdaitė Creation of loyalty of users of the production of the stock company „Alita“ Graduation dissertation of the graduate studies, 78 pages, 23 pictures, 5 tables, 52 sources of literature, 6 appendixes, Lithuanian. Key words: loyalty, loyalty of users, creation of loyalty. Object of the research – loyalty of users for the SC „Alita“. Matter of the research – creation of loyalty of users. Purposes of the work: 1) to identify the factors, which form loyalty of users, to classify them into groups according to the level of their loyalty; 2) to give recommendations for stimulation of loyalty of users on a basis of the results of the empiric research. Tasks: 1) to analyze scientific literature according to the aspect of loyalty of users; 2) to analyze the current situation, to pick out the measures for stimulation of loyalty used by the company; 3) to question customers of the company, to estimate their loyalty for the production of the company; 4) to identify the factors, which stimulate loyalty of users; 5) to give recommendation for stimulation of loyalty of users. Methods of the research – these methods of the research were used to research this problem and to receive theoretic and practical results: a systematic analysis, a comparative analysis and a cross analysis, graphical of loyalty of users groups. To estimate effective measures, which help to stimulate loyalty of current users and to form loyalty of potential customers of the stock company... [to full text]