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The main directions in assessing the loyalty level of banks’ clients


Irina Kashkirova, Margarita Popova
(about the authors)

Kashkirova Irina A. – Candidate of Science, Economics, Associate professor of the Chair of Economics and Management (Dimitrovgrad Engineering and Technical University — a branch of National Research Nuclear University MEPhI «Moscow Engineering Physics Institute»)

Popova Margarita V. – Candidate of Science, Economics, Associate professor of the Chair of Economics and Management (Dimitrovgrad Engineering and Technical University — a branch of National Research Nuclear University MEPhI «Moscow Engineering Physics Institute»)

Published in:
Russian Journal of Entrepreneurship
– Volume 16, Number 5 (March, 2015)



Keywords: banking services, client-oriented policy, client’s satisfaction, competitiveness, loyalty, loyalty criteria, methods to assess clients’ loyalty


Citation:
Irina Kashkirova, Margarita Popova (2015). The main directions in assessing the loyalty level of banks’ clients. Russian Journal of Entrepreneurship, 16(5), 799-806. doi: 10.18334/rp.16.5.130


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Abstract:

Currently banking organizations encounter the problem of developing an efficient loyalty program aimed at increasing the number of loyal clients and their retention. Nevertheless, a unified approach to the loyalty level assessment has not yet been found. In this connection, a development of unified methods В to assess the clients loyalty is very relevant at the moment. For this purpose the experience of foreign banking organizations can be used.







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