Complex Customer Loyalty Measurement at Closed-Loop Quality Management in B2B Area—Czech Example

Jaroslav Nenadál, David Vykydal and Eva Tylečková
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Jaroslav Nenadál: Department of Quality Management, Faculty of Materials Science and Technology, VSB—Technical University of Ostrava, 17. Listopadu 2172/15, 708 00 Ostrava-Poruba, Czech Republic
David Vykydal: Department of Quality Management, Faculty of Materials Science and Technology, VSB—Technical University of Ostrava, 17. Listopadu 2172/15, 708 00 Ostrava-Poruba, Czech Republic
Eva Tylečková: Department of Quality Management, Faculty of Materials Science and Technology, VSB—Technical University of Ostrava, 17. Listopadu 2172/15, 708 00 Ostrava-Poruba, Czech Republic

Sustainability, 2021, vol. 13, issue 5, 1-20

Abstract: The main objective of this article is to present our proposal of complex customer loyalty measurement within external feedback loops as a response of Industry 4.0 concept in the area of advanced quality management for business-to-business (B2B) relationships, as customer loyalty and organisational sustainability are two critical factors for long-term success. To reach the goal, deep literature analysis, special field research, interviews with specialists, and development of a new model of closed-loop quality management systems, which are created for Quality 4.0 environment, were used. A new term, complex customer loyalty, is introduced, and twelve basic steps of its measurement are briefly explained, including a set of loyalty indicators, all regarding specific characteristics of B2B context. Special research confirmed that only about 15% of Czech organisations use some systematic approach to customer loyalty measurement within B2B area. In the majority of Czech B2B organisations, closed-loop quality management systems are mostly in early phases of their development. However, there is no doubt that complex customer loyalty measurement will be an important part of these systems. The proposals presented in this article are mostly universal and should be applied not only to Czech companies.

Keywords: customer loyalty; customer loyalty measurement; Quality 4.0; quality management system; closed-loop quality management; sustainability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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