THE CASPIAN REGION:Politics, Economics, Culture

Scientific journal

To the need formation brand loyalty in the mortgage brokerage (advice)

2014. №3, pp. 163-169

M.s Kalieva Olga - Ph.D.(Economics),Associate Professor, Orenburg State University, 13 prospekt Pobedy, Orenburg, 460050, Russian Federation,, kaf_mark@mail.ru

Lukhmeneva Yelena P. - Senior lecturer, Orenburg State University, 13 prospekt Pobedy, Orenburg, 460050, Russian Federation,, kaf_mark@mail.ru

Mikhaylova Olga P. - Ph.D.(Economics),Associate Professor, Orenburg State University, 13 prospekt Pobedy, Orenburg, 460050, Russian Federation ,, mihailova78@mail.ru

Sheptukhin Mikhail V - Student, Orenburg State University, 13 prospekt Pobedy, Orenburg, 460050, Russian Federation ,, kaf_mark@mail.ru

The article reveals the peculiarities of consumer loyalty in the market of mortgage lending. Initially, gives an idea of loyalty in terms of customer-centric business model, then it moves to the loyalty incentive. Further substantiates the need to build brand loyalty in the mortgage brokerage (counseling), tendencies of development of the market as credit brokers in Russia in general, and in the Orenburg region. Are: the structure of credit brokerage by major segments of the market, the results of a comparative study of credit brokers in the city of Orenburg, the assessment of the competitive position of Company "Orenburg Mortgage consulting company" and consumer loyalty on the basis of the indicator NPS. The results of evaluation of consumer loyalty built by the method Rayhelda.

Key words: consumer brand loyalty, market mortgage lending, mortgage lending, mortgage broker, index NPS (Net Promoter Score)

Read