Pomiar i zarządzanie lojalnością nabywców na rynku usług turystycznych z wykorzystaniem wskaźnika NPS oraz indeksu TRI*M

Izabela Michalska-Dudek

Abstract

loyalty, in practice it is not easy to develop a possible to apply method of loyalty measurement, which could also facilitate marketing planning and consumer loyalty management. The purpose of this article is to present indicators useful in both loyalty measurement and customer relationship management (NPS indicator and TRI*M index), as Dudekwell as to discuss possibilities of their implementation at the background of tourism economy. The second part of the article presents the results of empirical research referring to loyalty of tourist services consumers covering Polish nationwide network of travel agencies and identifying that – in spite of significant differences in understanding the loyalty concept and the suggested methods of its measurement – both indicators present similar conclusions for the entire organization and for particular relations with tourist services consumers