Measuring Consumer Loyalty: Experience Sociological Research

  • Tetiana Baidak National Technical University “Kharkiv Polytechnic Institute”, 2, Kyrpychova str., Kharkiv, 61002, Ukraine https://orcid.org/0000-0001-7616-0949
  • Viktorija Bolotova National Technical University “Kharkiv Polytechnic Institute”, National Technical University “Kharkiv Polytechnic Institute”, 2, Kyrpychova str., Kharkiv, 61002, Ukraine https://orcid.org/0000-0003-2123-9777
Keywords: consumer loyalty, behavioral loyalty, attitudinal loyalty, monogamous loyalty, polygamous loyalty

Abstract

The article is devoted to the measurement of consumer loyalty with regard to its basic components and types. It is noted that building long-term relationships between producers and consumers is a complex process in which management of consumer loyalty have important role. The main purpose of this control is the formation of customers’ desire to have relationship only with a certain producer, product, brand. The authors believe that effective management of consumer behavior is possible only under condition of monitoring the measurement of consumer loyalty with regard to its main components and forms. The main components of customer loyalty are behavioral loyalty and attitudinal loyalty, and the types are monogamous and polygamous loyalties. The work highlights the main indicators of customer loyalty (customer satisfaction product / brand, the presence of repeat purchases, frequency of switching to other products; barriers of switching to another brand, willingness to recommend a favorite brand) and the results of sociological research devoted to the study of Kharkiv citizens’ consumer loyalty to sausages of different trademarks.

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Author Biographies

Tetiana Baidak, National Technical University “Kharkiv Polytechnic Institute”, 2, Kyrpychova str., Kharkiv, 61002, Ukraine

PhD in Sociological Science, Associate Professor, Department of Sociology and Politology, tetiana.baidak@gmail.com

Viktorija Bolotova, National Technical University “Kharkiv Polytechnic Institute”, National Technical University “Kharkiv Polytechnic Institute”, 2, Kyrpychova str., Kharkiv, 61002, Ukraine

PhD in Sociological Science, Associate Professor, Department of Sociology and Politology, 73ulab@gmail.com

References

Блэкуэлл Р. Поведение потребителей. 10-е изд. / Р. Блэкуэлл, П. Миниард, Дж. Энджел. – СПб. : 2007. – 944 с.

Attitudinalvs Behavioral Loyalty [Електронний ресурс] / Режим доступу: http://prloyaltymarketing.com/what-is-customer-loyalty/

Keiningham. Loyalty Myths / Keiningham, L. Timothy, Terry G. Vavra, Henri Wallard. – NewJersey : JohnWiley&Sons, 2005.
Published
2017-03-27
How to Cite
Baidak, T., & Bolotova, V. (2017). Measuring Consumer Loyalty: Experience Sociological Research. Visnyk of V. N. Karazin Kharkiv National University. Series "Sociological Studies of Contemporary Society: Methodology, Theory, methods", 37, 172-176. Retrieved from https://periodicals.karazin.ua/ssms/article/view/8047
Section
Empirical Researches of Modern Society