Analysis of Loyalty of Individual Customers to Increase the Customer Focus of the Cargo Carrier

Abstract

The customer focus of cargo carriers plays an extremely important role in the highly competitive market of transport and logistics services, influencing the willingness of companies to be flexible in the pricing policy and other parameters of provision of services when forming a personalised offer to a customer, allbowing to attract a range of new customers, to expand the pool of regular customers based on their brand loyalty. One of the modern tools intended to achieve this goal is the customer loyalty program. The objective of the article is to review and summarise the research and series of recent publications [1–4] by the author and other researchers to substantiate provisions of the customer loyalty program based on analysis and assessment of motives and wishes of customers themselves. To achieve this objective, besides the method of monographic analysis of publications on this topic, the practical part of the research was based on a customer survey. The object of the study was the RZD-Express service for transportation of groupage cargo provided by JSC RZD Logistic company, the subject of the study was the loyalty of private consignors. The task of survey of respondents was to study consumer preferences and motives for choosing such a service, to analyse their willingness to recommend this service to their entourage, the intention to maintain long-term relations with the company, as well as customers’ expectations from interaction with the company. The interpretation of the results of the survey shows the interest of respondents in availability of such a marketing tool as a loyalty program. The study permitted to suggest a system of indicators for the assessment of loyalty program, as well as to put forward proposals for formation of provisions of the loyalty program to improve quality of transport services.