| Abstract [eng] |
The master‘s work presents a model of the loyal consumer strategy formation and an analysis of the formative consumer loyalty. The theoretical part of the final paper deals with the relationship marketing science in the context of loyalty, nature and essentials of loyalty concept, definitions of loyalty formation models. Factors, the most substantial and leading constituents of loyalty formation, have been determined by scientist and that effect customer loyalty are discussed. On the grounds of the theoretical aspect, interrelations between organization image, satisfaction, perceived value and quality, expectations and consumer loyalty are highlighted and have strong interactive relations. The loyal consumer strategy formation is disclosed on the consumer loyalty formation model that is confirmed on scientific literature review and consumer opinion research analysis. |
