DECREASE IN LEVEL OF SUBJECTIVITY AT THE ASSESSMENT OF CONSUMER LOYALTY: METHODICAL APPROACHES

Abstract

The measurement of customer loyalty is one of the key performance indicators of the company''s marketing strategy. The indicator is qualitative and, as a result, is subject to subjective assessment, which can lead to erroneous conclusions. Our task is to develop a method for reducing the influence of subjective evaluation. The author has defined key aspects that are necessary for understanding of various methods of the customer loyalty measurement; has considered some of the existing methods of the customer loyalty measurement in foreign practice as well as in national practice and has found the method that allows to reduce the influence of experts subjective evaluation. In the process of calculation there was obtained the coefficient that not only helps to define the level of the customer loyalty but also to take into account potential clients.