Програмите за лоялност като история на успеха
The Loyalty Programs: Success Story

Author(s): Irina Karadakova
Subject(s): Economy, Marketing / Advertising, Tourism
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: loyalty; customers; program; product; brand
Summary/Abstract: In the present work we analyze the customer loyalty programs, considering them one of most significant tools of the modern marketing for retention of the existing customers. Customer loyalty is crucial for the company sales and the customer loyalty programs are one of the most reliable methods for its establishment and stimulation. Furthermore, the new generations are loyalty natives, since they have been members of such programs ever since they’ve been consumers and they demand bonuses and incentives in exchange of their consumption. As the loyalty programs evolve throughout the years, they offer much more options for their members, thus leading to even higher customer expectations that must be met by the business.

• Details
• Contents