Formation of a system of marketing metrics for assessing the level of customer satisfaction and loyalty

Abstract

Changes in the competitive field and the speed of the course of events orient market players to the need to find ways to assess the level of satisfaction and loyalty. The current method is the introduction of a system of direct and indirect metrics based on a complex of marketing research, as well as the integration of this system with the customer journey map (CJM).

Author Biography

Eduard G. Churlei, Belarusian State University, 4 Niezaliežnasci Avenue, Minsk 220030, Belarus

PhD (economics), docent; associate professor at the department of analytical economics and econometrics, faculty of economics

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Published
2022-06-20
Keywords: metric, direct assessment, indirect assessment, satisfaction, loyalty, customer, customer journey, metrics system, CJM
How to Cite
Churlei, E. G. (2022). Formation of a system of marketing metrics for assessing the level of customer satisfaction and loyalty. Journal of the Belarusian State University. Economics, 1, 48-64. Retrieved from https://journals.bsu.by/index.php/economy/article/view/4511
Issue
No 1 (2022): Journal of the Belarusian State University. Economy
Section
M. Business Administration • Business Economics • Marketing • Accounting • Perso

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