CUSTOMER LOYALTY MANAGEMENT: ANALYSIS OF THE EFFECTIVENESS OF METHODS OF LEADING RUSSIAN BANKS
JEL: M3; G2 УДК: 334.02; 336.71
Abstract
Customer loyalty is a set of behavioural and emotional characteristics of a customer’s commitment toa brand or company. Developing strategies to retain and develop customer potential helps build customer loyalty, which can bring significant benefits to a company. The article analyses customer loyalty assessment methods, provides a comparative description, and identifies advantages and disadvantages. Practical cases of using customer loyalty enhancement programs in leading Russian banks (such as Sberbank, T-Bank, VTB, Alfa-Bank) are considered, and an assessment of the NPS indicator for these banks is provided.
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References
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