СТРАТЕГІЧНІ ПЕРЕВАГИ ВПРОВАДЖЕННЯ ПРОГРАМ ЛОЯЛЬНОСТІ ЩОДО ПІДВИЩЕННЯ РЕНТАБЕЛЬНОСТІ МАРКЕТИНГОВИХ ІНВЕСТИЦІЙ ВІТЧИЗНЯНИХ ПІДПРИЄМСТВ

Abstract

The article examines the terminological aspects of the concept of “consumer loyalty”, indicates the directions of further research on the application of a systematic approach to managingcustomer loyalty, in particular the formation of enterprise management systems focused on retaining consumers and increasing their loyalty. Loyalty reflects the whole system of relations at the level of the consumer, the group, and society and is the result of the interaction of the buyer with the environment and the social processes that occur in society as a whole. Loyalty is determined by a complex, indirect dependence on a number of factors. As part of relationship marketing, loyalty programs are used to retain customers through their complete satisfaction. By a loyalty program, we mean a set of actions organized in such a way as to stimulate consumers and meet their requirements, as well as to minimize losses, namely losses in the number of consumers, and increase sales. The main motive of loyalty programs is to provide customers with the benefits: material, emotional, psychological. Depending on the pricing system for rewarding customers, there are two main types of consumer loyalty programs: discount and bonus programs. Discount programs provide their members with a purely material benefit in the form of a return of part of the paid price of the goods immediately at the time of purchase. Discount programs are replaced by bonus programs to encourage consumers. Their essence is that the consumer, making purchases, receives prize bonuses. The content of the loyalty program as a marketing tool that helps to create and maintain long-term relationships with consumers is determined. Competitive advantages that create consumer loyalty for the company have been studied. The types of programs to increase loyalty and the benefits that the consumer receives in the process of their implementation are considered. Attention is focused on the need to direct the activities of domestic enterprises to maintain loyalty to their brands, increase rational components, emphasize the unique properties of the Ukrainian products.