FORMATION OF LOYAL CUSTOMERS – THE FACTOR OF STABLE DEVELOPMENT OF AN ENTERPRISE

Abstract

The formation of customer loyalty, both to the organization and to its products is considered. The essence of a client is revealed, the concept of “loyalty” is defined. The main factors that influence the degree of loyalty of the client are specified. The difference between “loyal customer” and “satisfied customer” is determined. The approaches to the study of loyalty by both domestic and foreign scientists are examined. The role and importance of customer loyalty are shown to ensure a higher level of competitiveness of the organization. It is proposed to develop the pro-grammes of loyalty to ensure the higher level of customer loyalty. Benefits of such programmes are shown, their objectives and implementation mechanisms are determined. The usability of such programmes both for clients and for organizations is viewed. The examples of loyalty programmes of various foreign companies are given.