The article considers the theoretical approaches to the definition of the “loyalty” notion depending on emotional component, satisfaction, attitude towards the product (service), organization, psychological assessment etc. An attempt was made to abandon not quite rational and productive approach of stating various characteristics in the notion. The paper suggests an authorial approach for studying loyalty, a number of variables of the research were formulated, which showed the possibility of use in different organization for loyalty monitoring following its approbation.

The article presents the results of two sociological studies carried out for the purpose of research of motivation of obtaining a higher education and factors of selection of a higher educational institution by foreign students, revelation of problems and elaboration of recommendations for their solution. It was revealed that foreign students in general praise obtaining a higher education, and that motivational postulates of obtaining education include not only commercial goals but cultural as well. It was established that Russian education is praised by foreign students in terms of quality, and that foreign students seek Russian education purposefully. It was found that Russia is a financially attractive country for foreign students, including employment. The study demonstrated a great significance of the website and social media of a higher educational institute for making decision on obtaining education in this higher educational institute. The results of the study showed that the level of competence in higher educational institutes of the city conforms to the requirements of foreign students and satisfies their demands maximally. At the same time several problems were revealed relating to training of foreign students: language problems; problems in training; communicational problems; social and cultural problems and social and everyday problems. Several recommendations were made to solve those problems.