Assessment of customer loyalty

In the current market conditions develop rapidly develops a tendency for consumers to choose the trade points with quality service shown therein diverse range of products, and the corresponding meet service level. Any consumer clearly knows what he wants, thus trying to select those companies in which it He is able to acquire desired, at the same time business owners trying to win their preference, or in other words the consumer loyalty.

Consumer loyalty - commitment to customer trading brand, motivated ingrained habit of buying one and the same product or item using the same service, immunity to the price of goods, the rejection of alternatives [1].

Loyalty programs are used to retain customers, thus carrying out the method of customer-oriented marketing.

Increasing loyalty in the company will produce buyer the habit of shopping in this particular place and enhances the value of its poaching by competitors. customer loyalty It manifested in the desire to purchase a product or use specific service, and it is a specific company or even absolutely certain seller. Such a client can advise your friends this store, company or organization that It leads to an increase of the enterprise users, thereby increasing its profits.

Thus, it is necessary to note the importance of assessing loyalty customers clearly understand what the consumer wants this, and what you You can give him.

Many companies are actively using the loyalty program, among which:

• -    Discount cards, which entitle them to receive a discount when purchasing the goods and collect bonuses and participate in various promotions, able to interest buyers in the choice of shops;

• -    Gift certificates;

• -    Various competitions conducted by well-known brands.

In order to assess the loyalty of the store customers, you must conduct research through interviews.

The objectives of the study are:

• -    Drawing up "Economy and Society" profiles №1 (14) 2015 557

• -    Conducting a survey of the enterprise customer

• -    Analysis and results of the survey.

We have designed and conducted a survey of consumers one of the network "Magnit" stores, in which respondents were agree or not.

A number of responses were offered When completing the questionnaire:

• -    Totally agree (20 points)

• -    I agree (15 points)

• -    Partially agree (10 points)

• -    Disagree (0 points)

• -    Rather disagree than agree (2 points)

• -    Rather agree than disagree (5 points).

With the help of the survey and its results, we were able to assess the customer loyalty of the store in the hope that questionnaires have been 100 people.

As we have developed a questionnaire consisted of the following abstracts:

• -    Magnet Company - a leader in its industry,

• -    Large range of goods,

• -    A meager assortment of products,

• -    Low prices,

• -    Product prices slightly inflated,

• -    Product prices are too high,

• -    The products are always fresh,

• -    A lot of delay,

• -    Polite salesmen,

• -    Sellers - rude,

• -    I intend to be a regular customer of the shop,

• -    I will recommend your store friends and relatives.

Thus, it was revealed that 85% of respondents intend to continue stay on the network and clients are willing to recommend it to their friends and family, but still 15% percent believe that the prices of goods inflated, and they are not willing to spend their money more than for similar goods.

For any company is an important customer retention, the inadmissibility of his departure to a competitor. Therefore the definition and implementation this kind of surveys are an important factor in the company's development.

Used sources:

1. C

"Экономика и социум" №9(28) 2016