Chronology of consumer loyalty measurement

Author: PhD student Rumyana Zheleva (UNWE - Sofia)

Keywords: consumer loyalty, consumer loyalty research, marketing, marketing research, consumer behavior.

The article attempts to chronologically track and expose attempts to measure consumer loyalty to brands. The chronological approach is based on three arguments: the need to take account of progress in the measurement attempts; to find conflicting views and to point out solutions; to make predictions about the future of measurement. We criticize gross empiricism. in which, without elaboration of a conceptual definition, it directly leans to an operational one, on which side the measurement itself.

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