Customer Loyalty Research and Improvement of Corporate Service Standards in the "Sushi-City" Company

This master thesis is devoted to the topic of growing importance in today’s business – customer loyalty in service companies. Over the course of this paper, main aspects of customer loyalty and its development and support are analyzed from theoretical and practical points of view. Thesis includes fulfilling literature review in the field of psychological and business studies concerning customer loyalty. Besides that, practical research of customer loyalty and its main drivers has been conducted on the example of Saint-Petersburg’s “Sushi-City” company (which operates in fields of food production industry, trade and customer service). Results of this research have helped to demonstrate the level of customer loyalty towards this company and to what extent each of the drivers influenced that level. After supplementing quantitive results of the mentioned research with a solid qualitative part – interview with chief marketologist of the company – this dissertation provides several relevant practical recommendations for the company. These recommendations are aimed at improvement of the company’s main corporate service standards and approaches. By doing so, this master thesis proves its theoretical and practical value and successfully completes its scientific goal of finding optimal ways for improvement of the key service processes which influence customer loyalty.