Management Theory and Studies for Rural Business and Infrastructure Development, Volume 11

Consumers loyalty assessment for the brand name

Vitalija Vanagienė, Jadvyga Ramanauskienė

Abstract

In this study we analyzed consumer loyalty and its assessment methodology. The consumer
loyalty methodology are presented as example of „Cili pizzeria“ brand name. According
to the study results, consumer loyalty to this company brand name where not of high level. The
affection to the its services is much higher (85.1%), but with low activity level that could mean
fake loyalty to the company brand name. To resolve such problem it would be useful to implement
promotion strategy giving higher attention to amount discounts and loyalty programs for
the permanent consumers. It could also promote and consumer’s loyalty to the company brand
name.

Keyword(s): Brand name, loyalty, loyalty assessment, consumer


Full Text: PDF

Refbacks

  • There are currently no refbacks.
2492 views

Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355

This journal is published under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License. Responsible editor: Dr Audrius Gargasas.