A Logistic Regression Model to Analyse the Customer Loyalty. A Case Study

Customer loyalty is one of the most important marketing goals and refers to all those marketing strategies, developed by a company to retain existing customers, gaining their loyalty. The Loyalty Management, that is the set of activities aimed at strengthening customer loyalty, is considered one of the key success factors for businesses that operate in current markets. This paper aims to analyze the factors to which the customer loyalty is related, with reference to the assessment of customers about a known Italian Company that operates in the clothing sector. For this reason a Binary Logistic Regression Model was estimated to assess the dependence of the “Customer loyalty” by some explanatory variables that are potential predictors. The data are collected from responses to a questionnaire, designed ad hoc and anonymous. The survey was conducted by interviewing customers out of the store in two different cities of Southern Italy.