Munich Personal RePEc Archive

Assessing Customer Loyalty: A Literature Review

Moisescu, Ovidiu-Ioan (2014): Assessing Customer Loyalty: A Literature Review. Published in: Proceedings of the Multidisciplinary Academic Conference on Economics, Management and Marketing in Prague (MAC-EMM) (December 2014)

[img]
Preview
PDF
MPRA_paper_65287.pdf

Download (301kB) | Preview

Abstract

In the contemporary market context, characterized by increasing competition and a rapidly changing marketing environment, customer loyalty has become an extremely valuable business intangible asset, being essential for any business strategy. Moreover, brand loyalty, as a constituent of brand equity, has been intensively researched as a key issue in the marketing literature of the last decades. The current paper is part of a larger study directed at analyzing the impact of perceived CSR on customer loyalty. Considering this larger study’s purpose, it is important that, before anything else, the theories and methodologies related to assessing perceived CSR and, respectively, customer loyalty be reviewed. This paper focuses on customer loyalty, by reviewing some of the most relevant scientific approaches regarding the methodologies that can be applied when customer loyalty must be assessed.

UB_LMU-Logo
MPRA is a RePEc service hosted by
the Munich University Library in Germany.