ВЛИЯЕ ЛИ ЛОЯЛНОСТТА ВЪРХУ ПАЗАРНИЯ ДЯЛ И ПЕЧАЛБИТЕ НА КОМПАНИИТЕ?
DOES THE LOYALTY AFFECT MARKET SHARE AND THE PROFITS OF COMPANIES?

Summary/Abstract: The reconsideration of strategies related to loyalty and the incorporation of the phenomenon in the models for assessment of the market position of the firm, are turning into critical aspects for long-term success. With this in mind, the main focus of the study is aimed at researching the potential of customer loyalty to bring positives in main directions for evaluation of the market and financial performance of the organizations. The theoretical nature of this study helps in systemizing and developing fundamental knowledge related to the considered issue. In its main part, the paper discusses scientific research, dedicated to the influence of customer loyalty on market share and the profits of companies. In conclusion, the consequences of loyalty on the prosperity of business organizations are discussed.

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