SHS Web Conf.
Volume 67, 2019Fifteenth Scientific and Practical International Conference “International Transport Infrastructure, Industrial Centers and Corporate Logistics” (NTI-UkrSURT 2019)
|Number of page(s)||6|
|Section||Transport Management and Marketing|
|Published online||15 October 2019|
Theoretical aspects of determining the types of customer loyalty
Kharkiv National Automobile and Highway University, Department of Management and Administration, 61002 Ya. Mudrogo str., 25, Kharkiv, Ukraine
* Corresponding author: email@example.com
An approach to identifying types of customer loyalty which is based on the customer loyalty matrix in terms of attitudinal and behavioral loyalty has been further developed. The proposed criteria are divided into three levels: high, medium and low. The improved customer loyalty matrix includes nine types of loyalty: true, active, latent, projected, neutral, basic, spurious, ultimate and no loyalty. Based on the loyalty matrix, a gradation of consumers according to the type of loyalty is made, which enables to develop a further strategy to increase the loyalty of an individual consumer.
© The Authors, published by EDP Sciences, 2019
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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