The problems of customer loyalty are frequently discussed due to the growing importance of customer loyalty in Lithuania and foreign countries. In consequence, the primary purpose of this article was to identify the problems and primary trends of similar surveys. In order to fulfil this task, the author applied the method of content analysis.
The accomplished survey has presented that customer loyalty problems are more intensively analyzed in foreign periodic academic journals than in Lithuanian. It was also estimated that the authors, as well as the chosen problems in these articles were mediating during the period from 1 January 2006 to 31 December 2010. It can be stated that in Lithuania, for the most part, customer loyalty surveys are accomplished in mobile com­munications, cosmetics and perfumery, tourism and accommoda­tion sectors. In contrast, in foreign countries, customer loyalty is commonly analyzed in financial services, tourism sectors, etc.

Article in Lithuanian