Importance of consumer loyalty for the company

Abstract

Analyzing the impact of loyalty, it is observed that loyal customers help businesses save costs. Therefore, it is increasingly important for companies to have loyal customers who would like to purchase goods more than once and share information and opinions about their experiences with others. The article presents the opinions of various authors about loyalty and presents the differences in customer orientation. The importance of factors affecting loyalty was also discussed. After the literature analysis, the types of clients were distinguished. Such information allows to develop appropriate plans to different customer groups. The competent experts who participated in the study provided their assessments, which were further analyzed. With the help of the SAW method, it was determined which of the suggestions for the improvement of the customer relationship management would be the best. Based on the expert assessments, it is recommended to take into account technological changes.