Study of customers loyalty motives by the "ladder" method (on the example of a dancing school)

This article deals with the problem of forming the loyalty of customers of dance schools. In today's market conditions caused by high competition, the most important is to retain existing customers, rather than finding new ones. The article reveals the essence of customer loyalty in the field of dance services. The article conducted a study of customer loyalty motives according to the «ladder» method. In conclusion, the main conclusions obtained from the analysis of in-depth interviews are presented.