Measuring Consumer Loyalty: Experience Sociological Research

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.