Rozvoj přístupů k měření komplexní loajality zákazníků v průmyslových organizacích

Abstract

This master’s thesis is focused on development of approaches to measurement of complex customer loyalty in industrial organizations. Partial goals of this thesis are analysis of current approaches to measurement of customer loyalty and analysis of current state in the field of measurement of customer loyalty in Czech organizations. Main goal of this thesis is proposal of methodology for measurement of complex customer loyalty, which would consider both emotional and rational aspects of loyalty.