CUSTOMER LOYALTY MEASUREMENT IN CATERING INDUSTRY

References: 4th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2017, www.sgemsocial.org, SGEM2017 Conference Proceedings, ISBN 978-619-7408-17-1 / ISSN 2367-5659, 24 - 30 August, 2017, Book 1, Vol 5, 271-278 pp, DOI: 10.5593/sgemsocial2017/15/S05.035

ABSTRACT

Increase of dynamism and competitiveness in business environment, stimulates providers of catering services to focus on the measurement of customer loyalty. However, the current methodological potential of this field is not developed enough to use in practice. The methodological insufficiency of customer loyalty measurement determined the topicality of academic research substantiating the model that creates the background for the measurement of customer loyalty towards a provider of catering services. The aim of this research is to propose a model for the measurement of customer loyalty towards catering companies. Principal solutions of the model of loyalty measurement include the selection of proper concept (1), specification of loyalty (2), determination of a period necessary for loyalty measurement (3), assessment of data for loyalty measurement (4), measurement of loyalty stage (5). The suggested quantitative model of measurement of customer loyalty towards a service provider based on versatile contents creates the background for the reasonable measurement of customer loyalty and substantiation of solutions for customer loyalty encouragement within catering services.

Keywords: customer loyalty, service management, service marketing, customer management, customer behavior