DEVELOPMENT OF CUSTOMER LOYALTY MEASUREMENT AT CZECH COMPANIES

Abstract

Any efficient quality management system must use permanent feedback from customers. All organizations certified against the ISO 9001 standard should measure customer satisfaction. At present, such feedback seems to be unsufficient. A customer loyalty or value for customer represent advanced values for modern organizations. Unfortunately, these values are underestimated or completely ignored at Czech organizations as only about 30 % of them are interested in some customer loyalty indicators. An article is not only focused on current state analysis of customer loyalty measurement at Czech companies. The main topic is oriented to development and launching a comprehensive approach to customer loyalty measurement. This comprehensive approach includes customer loyalty measurement through future customers intentions, effects of customers loyalty, customer loss and finally, through loyalty index. Some lessons learned related to practical implementation of this approach from Czech companies will be also presented.

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