Customer Loyalty Measurement at Czech Organizations
All organizations certified against the ISO 9001 requirements must also measure customer satisfaction. But customer loyalty represents quality management system maturity on higher level of objectivity. An purpose of the article is bring set of information on current state analysis of customer loyalt...
Main Authors: | , , |
---|---|
Format: | Article |
Language: | English |
Published: |
Technical University of Kosice
2013-07-01
|
Series: | Kvalita Inovácia Prosperita |
Subjects: | |
Online Access: | http://www.qip-journal.eu/index.php/QIP/article/view/66 |
id |
doaj-a9bd3e2c02a64be6a74e382409085e66 |
---|---|
record_format |
Article |
spelling |
doaj-a9bd3e2c02a64be6a74e382409085e662020-11-24T22:06:46ZengTechnical University of Kosice Kvalita Inovácia Prosperita1335-17451338-984X2013-07-01171283810.12776/qip.v17i1.66144Customer Loyalty Measurement at Czech OrganizationsDavid Vykydal0Petra Halfarová1Jaroslav Nenadál2VŠB-TU OSTRAVAVŠB-TU OSTRAVAVŠB-TU OSTRAVAAll organizations certified against the ISO 9001 requirements must also measure customer satisfaction. But customer loyalty represents quality management system maturity on higher level of objectivity. An purpose of the article is bring set of information on current state analysis of customer loyalty measurement at Czech companies. Principal methodology of this analysis was special field survey and our research too. Results of special research performed through focus groups, based on risk analysis in the field of quality management principles implementation, are presented there as a part of findings. The another important findings show that customer loyalty measurement is mostly underestimated or ignored at Czech organizations. Main reasons of such state are also described. As well as: the first proposal of original methodology how to measure three fundamental types of customer loyalty - advocasy, purchasing and retention loyalty is also included to this article.<br />http://www.qip-journal.eu/index.php/QIP/article/view/66quality managementprinciples of quality managementrisk analysiscustomer loyaltycustomer loyalty measurementloyalty factors |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
David Vykydal Petra Halfarová Jaroslav Nenadál |
spellingShingle |
David Vykydal Petra Halfarová Jaroslav Nenadál Customer Loyalty Measurement at Czech Organizations Kvalita Inovácia Prosperita quality management principles of quality management risk analysis customer loyalty customer loyalty measurement loyalty factors |
author_facet |
David Vykydal Petra Halfarová Jaroslav Nenadál |
author_sort |
David Vykydal |
title |
Customer Loyalty Measurement at Czech Organizations |
title_short |
Customer Loyalty Measurement at Czech Organizations |
title_full |
Customer Loyalty Measurement at Czech Organizations |
title_fullStr |
Customer Loyalty Measurement at Czech Organizations |
title_full_unstemmed |
Customer Loyalty Measurement at Czech Organizations |
title_sort |
customer loyalty measurement at czech organizations |
publisher |
Technical University of Kosice |
series |
Kvalita Inovácia Prosperita |
issn |
1335-1745 1338-984X |
publishDate |
2013-07-01 |
description |
All organizations certified against the ISO 9001 requirements must also measure customer satisfaction. But customer loyalty represents quality management system maturity on higher level of objectivity. An purpose of the article is bring set of information on current state analysis of customer loyalty measurement at Czech companies. Principal methodology of this analysis was special field survey and our research too. Results of special research performed through focus groups, based on risk analysis in the field of quality management principles implementation, are presented there as a part of findings. The another important findings show that customer loyalty measurement is mostly underestimated or ignored at Czech organizations. Main reasons of such state are also described. As well as: the first proposal of original methodology how to measure three fundamental types of customer loyalty - advocasy, purchasing and retention loyalty is also included to this article.<br /> |
topic |
quality management principles of quality management risk analysis customer loyalty customer loyalty measurement loyalty factors |
url |
http://www.qip-journal.eu/index.php/QIP/article/view/66 |
work_keys_str_mv |
AT davidvykydal customerloyaltymeasurementatczechorganizations AT petrahalfarova customerloyaltymeasurementatczechorganizations AT jaroslavnenadal customerloyaltymeasurementatczechorganizations |
_version_ |
1725821980295299072 |