Customer Loyalty Measurement at Czech Organizations
Article Sidebar
Issue
Vol. 17 No. 1 (2013)
Submitted
19 November 2012
Published
15 July 2013
Keywords:
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quality management, principles of quality management, risk analysis, customer loyalty, customer loyalty measurement, loyalty factors
Abstract
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.
References
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Jacoby, J., Kyner, D. B., 1973, Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research 10 (1), p. 1–9.
Kahn, B. E., Kalwani, M. U., Morrison, D. G. 1986. Measuring variety-seeking and reinforcement behaviors using panel data. Journal of Marketing Research, 23(2).
Oliver, R. L., 1997. Satisfaction: A behavioral perspective on the consumer. Boston: Irwin McGraw-Hill.
Rauyruen, P., Miller, K. E., 2007. Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research, 60(1), p. 21−31.
Reichheld, F. 1996. The Loyalty Effect: The Hidden Force Behind Growth, Profit and Lasting Value. Harvard Business School Press, 352 p.
Smith, J. B., Barclay, D. W., 1999. Selling partner relationships: The role of interdependence and relative influence. Journal of Personal Selling & Sales Management, 19(4), p. 21−40.
Wetzels,M., de Ruyter, K., Van Birgelen, M., 1998. Marketing service relationships: The role of commitment. Journal of Business & Industrial Marketing, 13(4/5), p. 406−423.
Woo, K. -S., Ennew, C. T., 2004. Business-to-business relationship quality: An IMP interaction-based conceptualization and measurement. European Journal of Marketing, 38(9/10), p. 1252−1271.
Bowen, J. T., Shoemaker, S., 2003. Loyalty: A strategic commitment. Cornell Hotel and Restaurant Administration Quarterly, 44(5/6), p. 31−46.
Brody, Robert P., Cunningham, Scott M., 1968, Personality variables and the consumer decision process. Journal of Marketing Research.
Cater, B., Zabkar, V., 2009. Antecedents and consequences of commitment in marketing research services: The client's perspective. Industrial Marketing Management, 38(7), p. 785−797.
de Ruyter, K., Moorman, L., Lemmink, J. 2001. Antecedents of commitment and trust in customer–supplier relationships in high technology markets. Industrial Marketing Management, 30(3), p. 271−286.
EFQM, 2010. Improvement feedback in real time: the Net Promoter Score at Nokia.
EFQM, 2013. EFQM Excellence Model. Brussels: EFQM. 2013, 29 p.
Ehrenberg, A. 1988. Repeat buying: Theory and applications (2nd edition). London: Charles Griffin & Co.
Evanschitzky, H., Iyer, G. R., Plassmann, H., Niessing, J., & Meffert, H., 2006. The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research, 59(12), p. 1207−1213.
Harrison-Walker, J. L. 2001. The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), p. 60−75.
Hayes, B. E. 2009. Beyond Ultimate Question. A Systematic Approach to Improve Customer Loyalty. Milwaukee: ASQ Quality Press, 396 p.
ISO, 2009. ISO Guide 73, Risk Management – Vocabulary. Geneve: ISO, 2009
ISO, 2011. ISO/TS 10004. Quality management – Customer satisfaction – guidelines for monitoring and measuring. Geneve: ISO. 2011
ISO, 9004. Managing for the sustained success of an organization – A quality management approach. Geneve: ISO. 2009
Jacoby, J., Kyner, D. B., 1973, Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research 10 (1), p. 1–9.
Kahn, B. E., Kalwani, M. U., Morrison, D. G. 1986. Measuring variety-seeking and reinforcement behaviors using panel data. Journal of Marketing Research, 23(2).
Oliver, R. L., 1997. Satisfaction: A behavioral perspective on the consumer. Boston: Irwin McGraw-Hill.
Rauyruen, P., Miller, K. E., 2007. Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research, 60(1), p. 21−31.
Reichheld, F. 1996. The Loyalty Effect: The Hidden Force Behind Growth, Profit and Lasting Value. Harvard Business School Press, 352 p.
Smith, J. B., Barclay, D. W., 1999. Selling partner relationships: The role of interdependence and relative influence. Journal of Personal Selling & Sales Management, 19(4), p. 21−40.
Wetzels,M., de Ruyter, K., Van Birgelen, M., 1998. Marketing service relationships: The role of commitment. Journal of Business & Industrial Marketing, 13(4/5), p. 406−423.
Woo, K. -S., Ennew, C. T., 2004. Business-to-business relationship quality: An IMP interaction-based conceptualization and measurement. European Journal of Marketing, 38(9/10), p. 1252−1271.
Authors
Vykydal, D., Halfarová, P., & Nenadál, J. (2013). Customer Loyalty Measurement at Czech Organizations. Quality Innovation Prosperity, 17(1), 28–38. https://doi.org/10.12776/qip.v17i1.66
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