Theoretical aspects of determining the types of customer loyalty

Abstract

An approach to identifying types of customer loyalty which is based on the customer loyalty matrix in terms of attitudinal and behavioral loyalty has been further developed. The proposed criteria are divided into three levels: high, medium and low. The improved customer loyalty matrix includes nine types of loyalty: true, active, latent, projected, neutral, basic, spurious, ultimate and no loyalty. Based on the loyalty matrix, a gradation of consumers according to the type of loyalty is made, which enables to develop a further strategy to increase the loyalty of an individual consumer.