The article provides a review of scientific literature with an emphasis on empirical research that proves research hypotheses regarding the concept of customer loyalty. The concept of the company's profit chain, justifying the relevance of the topic of customer loyalty, is analyzed. The dynamic model of customers' loyalty is considered, the process nature of which imposes restrictions on the further evaluation of loyalty. The concept of customers' loyalty is revealed through a set of indicators and factors of influence. Currently, researchers are focusing on the study and identification of explaining factors of consumers' loyalty, both universal and specific to individual industries. The research focuses on the study of new ways of interaction of consumers with the company and with each other through social media and other digital communication channels. The main problem in determining the factors is their multicollinearity, which generates uncertainty estimates.
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