A model of the impact of customer loyalty motives on sustainable enterprise value

Resumo

The article presents and characterizes the relationship between the motives of customer loyalty and the attitudes adopted by them and the achieved level of efficiency and growth in corporate value. The purpose of the publication is to present the author's model of the impact of customer loyalty on the company's value. The article is a conceptual study based on: results of an in-depth literature search, experience from cooperation with the small and medium-sized enterprises sector, results of research in the field of customer capital relationship management in the small and medium-sized enterprises sector (grant from the National Science Centre) and experience gained in the course of business activities.

The arguments presented in the literature search and the developed model of the impact of customer loyalty on the sustainable value of the company support the thesis of the positive impact of customer loyalty motives on value creation through an increase in the level of efficiency index. The publication presents, in the form of recommendations, the most important actions that can be taken by a company to stimulate consumer behavior, which are the result of proper identification and understanding of customer loyalty motives.