LOYALTY PROGRAM AS A KEY TOOL OF CREATION OF CONSUMER VALUE ON THE ELECTRONIC COMMERCIAL MARKET
https://doi.org/10.17747/2311-7184-2017-7-15-22
Abstract
This article describes the main consumer values in the B2C e-commerce market, as well as the place of loyalty programs among the factors that influence the choice of the online store. The purpose of the research is to reveal the importance of loyalty programs in the context of creating a consumer value. The questionnaire provided information on the ratio of buyers participating and not participating in loyalty programs, about the impact of participation on purchasing decisions, about customer expectations from loyalty programs, and about loyalty programs that attract buyers. Also, the impact of dissatisfaction with the benefits gained through participation in loyalty programs and the loyalty of consumers was analyzed.
About the Author
N. V. UBEYKO
Financial University under the Government of Russian Federation
Russian Federation
Russian Federation
Financial University under the Government of Russian Federation, Moscow,
Research supervisor: Linder Natalia Vyacheslavovna, Cand.Econ.Sci., professor of Department of management of Financial University under the Government of Russian Federation
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Review
For citations:
UBEYKO N.V. LOYALTY PROGRAM AS A KEY TOOL OF CREATION OF CONSUMER VALUE ON THE ELECTRONIC COMMERCIAL MARKET. Business Strategies. 2017;(7):15-22. (In Russ.) https://doi.org/10.17747/2311-7184-2017-7-15-22
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