Internal anti-crisis loyalty: concept and approaches to evaluation

The article proposes the theoretical and methodological foundations of internal anti-crisis loyalty. The authors clarified the concept of this marketing category, presented the structure and its features, identified evaluation criteria and factors that reduce loyalty. It is determined that increasing the crisis loyalty of company employees is an integral part of internal marketing in adverse conditions. To evaluate crisis loyalty, a questionnaire consisting of 12 statements was developed. The results of a study conducted by the authors of the significance of factors that reduce employee loyalty in a crisis are presented.