ДОСЛІДЖЕННЯ РІВНЯ ЛОЯЛЬНОСТІ СПОЖИВАЧІВ У СТРАТЕГІЧНІЙ ДІЯЛЬНОСТІ НА ПРИКЛАДІ ПрАТ «ОТІС»

Abstract

As of 2018, in the Ukrainian market, 90% of companies use loyalty programs in their activities. Among them 42% have developed and develop programs for more than 5 years [1, c.7]. However, there is a recognition of the importance of developing the loyalty of consumers as a component of the marketing activity of the enterprise, there are open the problem of the existence of a comprehensive approach to managing the loyalty program based on the theoretical approach, and not on practical experience of bonus and discount programs. In a pandemic, many enterprises understand that consumers will easily go to competitors in the absence of loyalty. And loyalty is acquired by the functioning of the effective process of managing loyalty program. Almost 50% of Ukrainian companies noted that the management of loyalty is engaged in sales department [1]. As a result, half enterprises are not aware of the importance of marketing activities in managing loyalty program. Thus, the costs of marketing communications are not consistent with the objectives of the loyalty program. This leads to the fact that it will not receive the desired economic results and the level of loyalty, which determined the relevance of the topic. In addition, rapid changes in the Ukrainian market on the side of Digitalization affects the development of loyalty programs. This is a development of chat bots to reduce the costs of communication channels, consumer identification via Wi-Fi and Bluetooth for an instant special offer depending on their geoposition. Continuing to use irrelevant loyalty programs for the market, the enterprise may encounter negative consequences: a decrease in loyalty, profitability, loss of competitive positions. Typically, those enterprises that are classified as large or have opportunities for significant financial investments in loyalty program, use terminal networks and applications. Also, the formation of customer bases and the creation of an appropriate proposal to each becomes automated by using CRM systems. Loyalty program is a unique tool in marketing activity, since it may be used at all stages of enterprise development, forms a relationship with consumers and reflects their behavior and the product needs. And the main thing is that it creates a loyal consumer who brings profit by the enterprise.