Customer loyalty programmes: technologies of effective functioning

Abstract

The dynamic development of goods and services market accompanied by standardization of offer, quality and price leads to the sharpening of competition in this sphere. This tendency strengthens the importance of new technologies aimed at building long-term customer relationships. The article considers peculiarities of loyalty programmes as one of the customer relationship management tools, it is also analyzes basic purchase motives and provides recommendations of using various customer loyalty building methods.

Keywords

• поведение потребителей
• потребительский мотив
• лояльность потребителей
• программы повышения лояльности
• вознаграждения в программах лояльности