Assessing Customer Loyalty: A Literature Review

Ovidiu Moisescu ()

MPRA Paper from University Library of Munich, Germany

Abstract: In the contemporary market context, characterized by increasing competition and a rapidly changing marketing environment, customer loyalty has become an extremely valuable business intangible asset, being essential for any business strategy. Moreover, brand loyalty, as a constituent of brand equity, has been intensively researched as a key issue in the marketing literature of the last decades. The current paper is part of a larger study directed at analyzing the impact of perceived CSR on customer loyalty. Considering this larger study’s purpose, it is important that, before anything else, the theories and methodologies related to assessing perceived CSR and, respectively, customer loyalty be reviewed. This paper focuses on customer loyalty, by reviewing some of the most relevant scientific approaches regarding the methodologies that can be applied when customer loyalty must be assessed.

Keywords: customer; brand; loyalty; assessment; trust; commitment (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2014-12
New Economics Papers: this item is included in nep-ipr, nep-pr~ and nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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