Theoretical and Methodological Aspects of Assessing Consumer Loyalty as an Objective Condition for Development of Entrepreneurship

Abstract

The aim of the article is to justify the theoretical and methodological approaches to assessing consumer loyalty based on an integrated assessment of determinants of influence on the level of satisfaction of consumers and their willingness to recommend products or services of a particular company. There analyzed existing approaches to assessing consumer loyalty that imply distinguishing among behavioral, affective, and complex loyalty, which correspond to the ideas about the value orientation of human development. It is established that loyalty is based on the positive experience of consumers after they purchase products or use the services of enterprises, including small and medium-sized ones. There systematized consumer loyalty indicators, which can be attributed to loyalty behavior, perceived loyalty, as well as comprehensive loyalty indicators. It is proposed to use Net Promoter Score (NPS) as an integral indicator of complex loyalty, which allows studying consumers’ attitude to a company, product, service. The advantage of the proposed approach is its versatility, since this indicator allows for obtaining a comprehensive assessment of a company’s activities on the market and the quality of its consumer service. A promising direction for further research in this area is the formation of an integrated mechanism for managing loyalty of an enterprise’s consumers using modern marketing concepts. Further development of relationship marketing will allow forming a totality of consumers loyal to the company’s products and brand, which will positively affect its growth prospects and achievement of its strategic goals.

Keywords

• relationship marketing
• consumer loyalty
• Net Promoter Score (NPS)
• detractors
• neutrals
• promoters