Rozvoj přístupů k měření loajality zákazníků

Abstract

The thesis aims to form a methodology for measurement of loyalty of customers and its application in practice. In the theoretical part the customer is defined; there is explained the difference between satisfaction and loyalty and there is also an analysis of current state of measurement of the loyalty in the metallurgical companies and there is also suggested a methodology for measuring the loyalty of customers. In the practical part there are stated the results of the measurement that was taken in the company EVRAZ Vítkovice Steel a.s.