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Increase of Customer-Oriented Approach by Means of Evaluating the Loyalty of Services’ Consumers

In: Overcoming Uncertainty of Institutional Environment as a Tool of Global Crisis Management

Author

Listed:
  • Z. V. Gornostaeva

    (Don State Technical University, Institute of Service and Business (Branch))

  • Y. V. Sorokina

    (Don State Technical University, Institute of Service and Business (Branch))

Abstract

Over the recent years, a lot of Russian commercial organizations faced the problems caused by the global economic crisis and increased competitiveness in the local market. For the most part, the increased competition leads to necessity for finding so-called competitive advantages of service organizations. Very often, apart from price competition, the “consumers’ loyalty” plays the role of a competitive advantage. The article views semantics of the definition of “consumer loyalty.” The authors intensify the necessity for analysis of consumers’ loyalty at service enterprises due to peculiarities of the service sphere. The work provides an example of calculation of consumer loyalty with the method of NPS index.

Suggested Citation

  • Z. V. Gornostaeva & Y. V. Sorokina, 2017. "Increase of Customer-Oriented Approach by Means of Evaluating the Loyalty of Services’ Consumers," Contributions to Economics, in: Elena G. Popkova (ed.), Overcoming Uncertainty of Institutional Environment as a Tool of Global Crisis Management, pages 31-37, Springer.
    • Handle: RePEc:spr:conchp:978-3-319-60696-5_5
    DOI: 10.1007/978-3-319-60696-5_5
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