Abstract
The article considers the theoretical approaches to the definition of the “loyalty” notion depending on emotional component, satisfaction, attitude towards the product (service), organization, psychological assessment etc. An attempt was made to abandon not quite rational and productive approach of stating various characteristics in the notion. The paper suggests an authorial approach for studying loyalty, a number of variables of the research were formulated, which showed the possibility of use in different organization for loyalty monitoring following its approbation.
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