Consumer loyalty index of a higher educational institution: application, calculation methodology and factors influencing the indicator

The consumer loyalty index is now widely used in various areas of the market to receive feedback on the assessment of satisfaction between companies and consumers of their goods and services. This allows the organization to more fully meet the needs of the audience that its activities are aimed at and, with a high degree of probability, receive certain advantages in its field of activity. This technique is most often used in marketing. At the same time, attempts to apply it in the field of organization management, personnel management and other areas of activity are not uncommon. The experience of empirical research actualizes the question of the correctness of the straightforward extrapolation of the discussed methodology without taking into account the specifics of the company's activities. This is indirectly indicated by the creators of the classical methodology and their predecessors (for example, Joseph Pine and James Gilmore). Having analyzed the data collected earlier, the authors of the article suggest a different look at the correctness of the applicability of this technique for social systems.  The specifics of the social properties of the general population, the need for rapid data collection and the need for a wide coverage of representatives of the studied audience led to the use of the online questionnaire method. The selection of respondents was carried out by a continuous non-repetitive method. Based on the data obtained, the authors consider it advisable to look at the permissibility of direct application of the methodology widely used in marketing from a different angle, modify and supplement it with sociological indicators, such as, for example, the satisfaction index. The student society within one specifically chosen university is a relatively closed environment. It is influenced by many factors that have a specific, ambiguous character. The authors offer their own vision of the influence of these factors on the methodology of calculating the index. This will help to more adequately approach the formation of loyalty of university students in the context of the development of an educational institution, improve the quality of interaction with students and potential students. Work in this direction will provide an opportunity to further improve the status of the university, attract new applicants and diversify work with young people within the walls of the educational institution.

consumer loyalty index, NPS calculation methodology, customer focus, consumer loyalty, satisfaction index, loyalists, critics, detractors, neutrals, brand advocates