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PROBLEMS OF MODERN ECONOMICS, N 2 (70), 2019
PROBLEMS OF MARKETING. LOGISTICS
Kurochkina A. Yu.
Assistant Professor, Chair of Marketing, St. Petersburg State University of Economics, PhD (Economics)

The search of universal indices related to evaluation of consumer loyalty: critical analysis (Russia, St. Petersburg)
The article discusses the possibilities of developing a universal index of evaluation of consumer loyalty in the context of changes in the general efficacy of a company based on the Net Promoter Score. The author analyzes the model of consumer loyalty while distinguishing such key features that impose limitations in the process of loyalty evaluation. Major approaches to consumer loyalty evaluation are described.
Key words: consumer loyalty, consumer behavior, evaluation of the company’s efficacy
Pages: 107 - 110



Литература
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