CONSUMERS LOYALTY ASSESSMENT FOR THE BRAND NAME

In this study we analyzed consumer loyalty and its assessment methodology. The consumer loyalty methodology are presented as example of "Cili pizzeria" brand name. According to the study results, consumer loyalty to this company brand name where not of high level. The affection to the its services is much higher (85.1%), but with low activity level that could mean fake loyalty to the company brand name. To resolve such problem it would be useful to implement promotion strategy giving higher attention to amount discounts and loyalty programs for the permanent consumers. It could also promote and consumer's loyalty to the company brand name.