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Customer Loyalty Measurement at Czech Organizations

Author

Listed:
  • David Vykydal
  • Petra Halfarová
  • Jaroslav Nenadál

Abstract

All organizations certified against the ISO 9001 requirements must also measure customer satisfaction. But customer loyalty represents quality management system maturity on higher level of objectivity. An purpose of the article is bring set of information on current state analysis of customer loyalty measurement at Czech companies. Principal methodology of this analysis was special field survey and our research too. Results of special research performed through focus groups, based on risk analysis in the field of quality management principles implementation, are presented there as a part of findings. The another important findings show that customer loyalty measurement is mostly underestimated or ignored at Czech organizations. Main reasons of such state are also described. As well as: the first proposal of original methodology how to measure three fundamental types of customer loyalty - advocasy, purchasing and retention loyalty is also included to this article.

Suggested Citation

  • David Vykydal & Petra Halfarová & Jaroslav Nenadál, 2013. "Customer Loyalty Measurement at Czech Organizations," Quality Innovation Prosperity, Technical University of Košice, Department of integrated management, vol. 17(1).
    • Handle: RePEc:tuk:qipqip:v:17:y:2013:i:1:4
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    File URL: http://www.qip-journal.eu/index.php/QIP/article/view/66/142
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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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