The five-level model of customer loyalty as an indicator of the level of competitiveness and customer orientation of a business

The article discusses the phenomenon of loyalty as a multidimensional construct. The author presents "The five-level model of customer loyalty" that allows you to compare the attitude of consumers to various products of the organization both under static conditions and over time. The paper shows conditions and factors affecting formation of the customer loyalty, studies the problems of congruence of different aspects of communication.