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В данной работе изучены теоретические аспекты понятия лояльность, выявлены формы лояльности и методы ее оценки; выполнена характеристика деятельности АО «ТД «Перекресток»; проведено измерение лояльности покупателей АО «ТД «Перекресток» и основных конкурентов компании.
This paper describes studied the theoretical aspects of the concept of loyalty, identified the forms of loyalty and methods of its assessment; carried out a characteristic of the activities of the «Perekrestok»; evaluation of the measuring the loyalty of customers and main competitors of the company; development of the and justification of the economically efficient use recommendations for managing customer loyalty.
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