WAYS OF EARNING POINTS AT LOYALTY PROGRAMS
Journal Title: Інноваційна економіка - Year 2017, Vol 68, Issue 3
Abstract
Purpose. The main purpose of this article is to determine the ways of earning points both for buying and for non-buying activities, which are preferable for participants of loyalty programs. Methodology of research. In the process of solving tasks in this article the method of analysis, synthesis, induction, deduction and system generalization is used for processing statistical information of existing systems of forming of loyalty and studying the ways of accumulating points by customers at the loyalty programs. Findings. It was established that the introduction of customer encouragement not only for purchases, but also for interaction with the company at social networks, taking part at surveys, provision of personal data, guidelines friends, watching videos and reading articles or letters allow enterprises to overcome the problem of long-term accumulation of points by customers, which is one of the main reasons for their refusal to participate or join loyalty programs. It was determined that these ways of interacting of customers form more tools to communicate with them and let receive more information about the customers and better understanding the portrait of the target audience. It is justified that diversification of ways of accumulation of points in the loyalty program will not only strengthen the involvement of consumers to participate in them, but the formation or strengthening of their loyalty. Originality. Allocated and justified the ways of earning points by participants of loyalty programs, which allow the enterprise to choose the type of loyalty program and can be used as information provision of creating of loyalty programs. Practical value. Developed in this article recommendations can be used by enterprises of all sectors of the economy while creating loyalty programs that allow companies to overcome the problem of long accumulation of points by consumers, which is one of the main reasons for their refusal to participate or join loyalty programs.
Authors and Affiliations
Karyna Gurdzhyian
Keywords
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