CUSTOMER LOYALTY

This book examies the issue of customer loyalty ad its importace for compaies. The motivatio for this research derived from the fact that customer retetio is very importat for compaies' profitability. I this book the beefits of customer loyalty for compaies ad for the customers are aalyzed, the diverse types of customer loyalty are preseted as well as the ways loyalty ca be measured. Customers are categorized o the basis of their degree of loyalty ad the ifluece of social factors ad of bradig o customer loyalty are also examied. I additio the ifluece of iteral quality ad of compaies' employees o customer loyalty is aalyzed. Issues cocerig customer segmetatio, the creatio of databases with customer iformatio, customers complaiig behaviour ad compaies hadlig methods of complaits as well as their service evaluatio ad defectio aalysis methods for tracig service failure ad achievig effective recovery are examied. Factors ifluecig customer loyalty such as service quality, value, customer satisfactio are also examied.