Consumer Loyalty in the Field of Sociological Discourse

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.