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DEVELOPMENT OF LOYALTY PROGRAM OF CONSUMERS AS FACTOR OF MANAGEMENT OF HUMAN RESOURCES

Annotation

The competition aggravation, increase in marketing communication influences, emergence of insufficient number of consumers and growth of their ambitious expectations cause development of the concept of marketing of relationship. A few years ago marketing strategy focused on involvement of new consumers, now the accent displaced on deduction existing, formation of their loyalty and fidelity to the enterprise. In article authors provided information concerning a loyalty problem to a brand. They paid special attention to the characteristic of stages of formation of loyalty of consumers. In practice of marketing activity allocate some types of loyalty, such as true, false, latent. Each of type characterizes a certain category of consumers for which it is necessary to develop absolutely different loyalty program. Important value, it is necessary to give to the accurate analysis of aspects of loyalty of consumers, i.e. to consider behavioral features, relation, intentions and identity. Proceeding from reasons of economic feasibility, the companies need to pay special attention to the analysis of the major factors rendering influence on loyalty of consumers. The main of them are individual requirements and tendencies. Marketing practice shows that it is quite possible to define and in advance to prevent decrease of use of products of activity of the organizations. However marketing activity becomes more effective if to consider minor changes of taste of clients, the amount of consumption, motives, awareness degree. If to carry out the detailed analysis of consumer behavior, opportunity the company increases to prevent loss of the potential or already existing client, expanding, at the same time, sales markets.

Keywords

marketing of the relations; loyalty of consumers; brand; marketing of the relations; loyalty of consumers; brand

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Pages

89-93

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