Introducing the Most Important Factors for Customer Loyalty Measurement: A Review Study

Organizations that are looking for a successful business in the current market should consider the issue of customer loyalty and its measurement. Today, researchers in the field of customer relationship management use different factors to measure loyalties of different types and several questionnaires have been designed. A key question for a business is to decide which factors should be employed for loyalty measurement and how the good questionnaires can be designed. Despite the many scientific actions that have been taken to measure loyalty by researchers, there has not yet been a comprehensive review to integrate customer loyalty measures. So, the present study aims to collect and review the research done in the field of loyalty measurement to introduce the most important factors for measuring customer loyalty. According to a survey, most of the researchers focused on loyalty at both levels of attitude and behavior in their proposed measurement factors. So in this paper the standardized factors to measure both types of loyalty are presented. With the application of the presented factors, marketers, researchers, business managers and other CRM related people enable to measure their customer loyalty more effectively.

کلیدواژه ها:

Customer Loyalty ، Behavioral Loyalty ، Attitudinal Loyalty ، Loyalty Measurement Factors