Customer loyalty programmes: technologies of effective functioning
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 consider...
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| Format: | Article |
| Language: | English |
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Peoples’ Friendship University of Russia (RUDN University)
2009-03-01
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| Series: | RUDN Journal of Economics |
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| Online Access: | http://journals.rudn.ru/economics/article/view/12058 |
| Summary: | 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. |
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| ISSN: | 2313-2329 2408-8986 |