Consumer Loyalty in the Field of Sociological Discourse

Tatyana Baidak National Technical University "Kharkiv Polytechnic Institute", 2 st. Kirpichova, Kharkiv, 61002 Ukraine, bajdack@list.ru https://orcid.org/0000-0001-7616-0949
Victoria Bolotova National Technical University "Kharkiv Polytechnic Institute", 2 st. Kirpichova, Kharkiv, 61002 Ukraine, vicblt@mail.ru https://orcid.org/0000-0003-2123-9777

Keywords: consumer loyalty, true loyalty, latent loyalty, spurious loyalty, cognitive loyalty, affective loyalty, conative loyalty, action loyalty, customer loyalty factors

Abstract

Article is devoted to customer loyalty and factors that determine it. Today long-term success of producers of goods and services is not only guaranteed by price or optimizing the characteristics of their products, a consumer loyalty to products plays a key role in the long term. Loyalty influences the way that the consumer makes a purchase and does it regularly, spends large sums of money, feels positive emotions during consumption, quickly distinguishes favorite product brand in the competitive environment of others. For developing and maintaining of customer loyalty it is important to consider the factors that cause consumers to be loyal. Therefore, to achieve business objectives and improve the competitiveness of enterprises it is necessary to know the mechanisms of formation and operation of customer loyalty.

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Author Biographies

Tatyana Baidak, National Technical University "Kharkiv Polytechnic Institute", 2 st. Kirpichova, Kharkiv, 61002 Ukraine, bajdack@list.ru

PhD in Sociology, Associate Professor, Associate Professor of Sociology and Political Science

Victoria Bolotova, National Technical University "Kharkiv Polytechnic Institute", 2 st. Kirpichova, Kharkiv, 61002 Ukraine, vicblt@mail.ru

PhD in Sociology, Associate Professor, Associate Professor of Sociology and Political Science

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