Diseño de cuestionario para medir la lealtad del cliente a través de la escala de likert, diferenciación semántica y stapel.

Abstract

In a competitive environment, companies face their biggest challenge when trying to retain their clients. Influenced by the culture, media and environment, clients constantly develop and sophisticate their needs. Frederick Reich expert in customer loyalty hold that getting a new client might cost from 5 to 12 times more than retaining a new one, the less a company depends on attracting new customers, the better deals with marketing expenses by reducing them. A loyal customer will bring the brand through mouth to mouth strategy, promoting the brand to their family and friends. This questionnaire builds an instrument that applies different types of scales, such as; Likert, semantic differential and Stapel, its advantages, disadvantages and differentiations, useful for a study in brand loyalty to a store.