EVALUATION OF THE CUSTOMERS’ SATISFACTION FACTORS OF THE COMPANY’S «COMMONWEALTH AUTO-ALLIANCE»

Owners of retail stores are strongly interested in the level of the buyers’ loyalty because customers are the main source of income of any organization. In our study, we proceed from the prerequisite that the customer loyalty strongly correlates with the overall level of customer satisfaction. That is, the probability of repeated purchase is growing with the increase of satisfaction and company’s revenue increases as result. In this study we examined the contribution of the components of satisfaction to the overall satisfaction, using the data obtained during the survey of the clients of the company «Commonwealth Auto-Alliance» and the data from internal customers’ database of this company. Results of the study have been used in graduate work defended in the Bauman Moscow State Technical University in 2016.

retail, retail networks, spare parts stores, customers’ segmentation, RFM-analysis, analysis of purchasing activities, satisfaction, satisfaction rating, factors of impact, repeated purchases, loyalty.

Polynskaya G. А., Manzyuk M. I. Evaluation of the customers’ satisfaction factors of the company’s «Commonwealth Auto-Alliance» // Business. Education. Law. Bulletin of Volgograd Business Institute. 2017. No. 1 (38). P. 112–120.