Customer loyalty assessment of the jsc "altechna"

Customer Loyalty Assessment of the company "Altechna" 42 pages, 2 charts, 19 pictures, 26 references. The main purpose of this thesis is to determine the essence and benefits of customer loyalty and to estimate customer loyalty of the company “Altechna“. The work consists of three main parts: the analysis of literature, the research of customer loyalty and its results, conclusion and recommendations. Literature analysis reviews the conceptions of customer loyalty, factors of customer loyalty, benefits of customer loyalty and types of customer loyalty. The method of customer loyalty assesment was presented as well. After the literature analysis the author has carried out the research using quantitative research method - questionnaire survey and quantitative analysis of the data. Customers of company “Altechna“ from Germany, China and USA were assessed according to their loyalty to the company. Method of loyalty audit was used to assess customer loyalty. The performed research revealed that customers of company “Altechna“ are distributed according to their levels of loyalty. They are attributed to green (loyal), yellow (risky) and red (ordinary) customer categories according to the percentage. The conclusions and recommendations summarize the main concepts of literature analysis as well as the results of the performed research. The author believes that the results of the study could give company useful benefit for their long-term relationship with customers and increase their loyalty