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Ways to Measure Loyalty of Service Users

Author

Listed:
  • Quang Dang Nguyen

    (University of Transport and Communications, Vietnam)

  • Khoa Van Nguyen

    (University of Transport and Communications, Vietnam)

  • Olga Kolosova

    (State University of Management, Russia)

Abstract

The focus of this study was set on the empirical determination of the differences between the methods of measuring the loyalty of users of services. The research reviewed approaches to evaluating the loyalty of taxi service users in Ho Chi Minh (Vietnam), Moscow (Russia), and Novosibirsk (Russia). The goal implied the segmentation of service users depending on the patterns of conduct and giving advice on the development of loyalty programs. The novelty lies in grouping respondents by age and gender and determining the ways to measure their loyalty. The research findings imply that people under 30 tend to make a choice based on reviews of others. The study developed possible customer behavior models and options for actions depending on their satisfaction and loyalty. This matrix can be used for building a comprehensive strategy to increase the loyalty of their clients. Practical value of the study lies in the possibility of using the data obtained to model the behavior of consumers of different service types based on the proposed loyalty matrix.

Suggested Citation

  • Quang Dang Nguyen & Khoa Van Nguyen & Olga Kolosova, 2022. "Ways to Measure Loyalty of Service Users," International Journal of Information Systems in the Service Sector (IJISSS), IGI Global, vol. 14(1), pages 1-18, January.
    • Handle: RePEc:igg:jisss0:v:14:y:2022:i:1:p:1-18
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJISSS.287580
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    Cited by:

    1. Stourm, Valeria & Bradlow, Eric T., 2023. "Cross-reward effects in a coalition loyalty program: The impact of a point currency devaluation," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 276-293.

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