Опит за таксономия на мерките за измерване на потребителската лоялност
An Attempt for Classification of the Means for Measuring the Consumer’s Loyalty

Summary/Abstract: In the article is made an attempt for an as general as possible classification of the consumer’s loyalty measures towards the trademarks. On the ba¬sis of two criteria - (1) type of the collected information (about the behavior or the attitude) and (2) information orientation (orientated towards the trademark or towards the consumer) – a four cells matrix is made, which is viewed and used as a classification scheme for the different measures. The strong and weak sides of the separate measures are discussed. Finally the following conclusion is made that, as in many other fields of scientific knowledge, there isn’t only one ideal tool when measuring the loyalty; the point is the different measures and the cases when they can be most appropriately applied, as well as in combination too, to be known.

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