About the features of perception of consumer loyalty in the world
Abstract
In the service sector, great attention is paid to the issue of customer satisfaction. Companies operating in a competitive market must take care of improving the quality of service and maintaining customer loyalty. Improving customer satisfaction is not only closely related to the quality management and marketing activities of the company, but also has a significant impact on the future of the company and its corporate sustainability.
Customer satisfaction affects variables that are indicators of customer loyalty and the formation of long-term customer relationships. At the same time, the brand support system is included in the management of behavioral factors of choice by the probability of recognition of loyalty. From the point of view of behavior adopted in accordance with established patterns, we consider a company engaged in trusting relationships with the consumer. Preservation of the customer base through the formation of effective loyalty programs is one of the factors for the growth of economic indicators and ensuring corporate sustainability. Retaining customers for a long time leads to an increase in the trust of potential groups and contributes to the growth of capitalization.
The purpose of this article is to analyze approaches to the definition of consumer loyalty. As a theoretical basis for the study, systematic and structural approaches were applied to the analysis of consumer loyalty in Russia and in the world as an element of the economic system associated with other elements of the enterprise's commercial activities.
About the Authors
R. M. Akhmetshin
Kazan (Volga region) Federal University
Russian Federation
Russian Federation
PhD in Economics, Associate Professor
E. N. Novikova
Kazan (Volga region) Federal University
Russian Federation
Russian Federation
PhD in Economics, Associate Professor
R. B. Palyakin
Kazan (Volga region) Federal University
Russian Federation
Russian Federation
PhD in Economics, Associate Professor
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Review
For citations:
Akhmetshin R.M., Novikova E.N., Palyakin R.B. About the features of perception of consumer loyalty in the world. Kazan economic vestnik. 2022;(5):64-72. (In Russ.)
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