ASSESSMENT OF CUSTOMER LOYALTY

Abstract. The aim of the study is to develop the approach to measurement of customer loyalty that will improve the quality of business performance. To achieve this goal, the following tasks have been solved through the study. Existing definitions of customer loyalty and their relationships with other economic categories have been analyzed. Offers of how to measure loyalty and where it is found within the system of definitions have been developed. The study used methods of analysis and synthesis for the definition of loyalty and its components. Questionnaire was suggested for measuring loyalty, as well as the loyalty of existing and potential customers was offered to estimate in accordance with the five zones of the Likert scale. The main result of the study is the approach to measurement of the loyalty of existing and potential customers, which is based on the following components: causes of changes in loyalty (emotional impact, self-esteem, economic opportunities, status, lifestyle); behavior (only rational, mostly rational, mostly irrational, purely irrational); diversification of forms (one company, several competing companies, all competing companies); types of loyalty (loyalty to the company, brand loyalty, loyalty to the company and its brand); probability of repeated purchases (high, medium, low, none); opportunity of providing friends with advise to purchase products (high, medium, low, none). The approach will facilitate more accurate prediction of loyalty growth and be a part of a strategic quality management within a company