Trade network loyalty programs: theoretical basis and methodical aspects of efficiency assessment
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Дата
2020
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Анотація
The paper studies the approaches to the definition of the term "loyalty
program", suggests its own understanding of the term. The dependence of the loyalty
program goal on the stage of the company life cycle is examined. Material and nonmaterial
client privileges are investigated. The advantages and disadvantages of
loyalty programs are determined. The work highlights the main features of loyalty
programs of the most popular supermarkets in Odessa. Recommendations on creation
of additional privileges of loyalty programs in the B2C segment are given. Methodical
approach to assessing the effectiveness of the promotional offer
Опис
Pakulenko O. Trade network loyalty programs: theoretical basis and methodical aspects of efficiency assessment / O. Pakulenko ; supervisor J. Brovkina // Black Sea Science 2020: proc. of the Intern. Competition of Student Scientific Works / Odessa National Academy of Food Technologies; eds. B. Yegorov, M. Mardar [et al.]. – Odessa: ONAFT, 2020. – P. 254–263 : tabl., fig. – Ref.: 10 tit.
Ключові слова
loyalty program, customer lists, customer loyalty program