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Model for measuring customer loyalty towards a service provider

Author

Listed:
  • Ilona Skačkauskienė
  • Neringa Vilkaitė-Vaitonė
  • Sergej Vojtovic

Abstract

The paper aims to create a valid model for measuring customer loyalty towards a service provider. Principal solutions for designing a model of loyalty measurement have emerged from the clarified role of customer loyalty and evaluation problems. The worked out solutions include selecting a proper concept (1), loyalty specification (2), determining a period necessary for loyalty measurement (3), differentiation of loyalty measurement depending on accessible data (4) and measuring a stage of loyalty (5). The conducted research referred to an example of a catering company, thus adopting an original mathematical model for the empirical measurement of customer loyalty. The obtained results have revealed that the loyalty of the customers of the investigated service provider is of an intermediate level. The findings have also showed the superiority of the proposed model for measuring the state of customer loyalty and for obtaining better solutions to the development of customer loyalty in the service industry.

Suggested Citation

  • Ilona Skačkauskienė & Neringa Vilkaitė-Vaitonė & Sergej Vojtovic, 2015. "Model for measuring customer loyalty towards a service provider," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 16(6), pages 1185-1200, December.
    • Handle: RePEc:taf:jbemgt:v:16:y:2015:i:6:p:1185-1200
    DOI: 10.3846/16111699.2015.1112829
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    References listed on IDEAS

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    4. Pei Chao, 2008. "Exploring the nature of the relationships between service quality and customer loyalty: an attribute-level analysis," The Service Industries Journal, Taylor & Francis Journals, vol. 28(1), pages 95-116, January.
    5. Reinartz, Werner & Thomas, Jacquelyn S. & Bascoul, Ganaël, 2008. "Investigating cross-buying and customer loyalty," Journal of Interactive Marketing, Elsevier, vol. 22(1), pages 5-20.
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    Cited by:

    1. Jaroslav Nenadál & David Vykydal & Eva Tylečková, 2021. "Complex Customer Loyalty Measurement at Closed-Loop Quality Management in B2B Area—Czech Example," Sustainability, MDPI, vol. 13(5), pages 1-20, March.

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