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Economica

Vol. 16 No. 3-4 (2025)
Articles

Is loyalty measurable? The importance and effective assessment of customer satisfaction

Published:
2025-11-13
DOI Linkhttps://doi.org/10.47282/economica/2025/16/3-4/15634
Author
Barbara Zsófia Stefán
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pdf (Hungarian)
Keywords
customer satisfaction service quality customer loyalty consumer behavior satisfaction measurement methods
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Copyright (c) 2025 Barbara Zsófia Stefán

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How To Cite
Selected Style: APA
Stefán, B. Z. (2025). Is loyalty measurable? The importance and effective assessment of customer satisfaction. Economica, 16(3-4), 45-57. https://doi.org/10.47282/economica/2025/16/3-4/15634
Abstract

 Customer satisfaction is one of the key factors of corporate competitiveness and long-term business success in the 21st century. The rapid advancement of digitalization and the increasing expectations of consumers further emphasize the need to measure and improve satisfaction. The aim of this research is to examine which factors influence customer satisfaction in the case of a specific company, and how discrepancies between service quality and customer expectations can be identified. The study focuses on the gap between perceived service quality and customer perception, for which the GAP model and the SERVQUAL scale provided the theoretical and methodological framework. The research is based on both secondary and primary data collection; the primary research was conducted using a questionnaire, measuring customer perceptions across five key dimensions: reliability, responsiveness, assurance, empathy, and tangible elements. The results indicate that the company has a fundamentally strong customer satisfaction base, particularly in terms of employee expertise and the quality of communication. However, areas for improvement were identified regarding the accuracy of information provision and customer communication, which are also relevant from the perspective of service gaps. The study highlights that properly applied measurement models not only enable the assessment of satisfaction levels but also serve as effective tools for the targeted improvement of service quality.

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