| Abstract [eng] |
Problems of creation of loyalty programs and management are very relevant both for specialists of public relations, marketing, management and for organizations and their managers per se. Successful beginning of loyalty programs depends on the analysis of customer needs, i.e. what the customer needs and why could he use the services of mobile link operators. The aim of the research is to traverse the influence of factors influencing the loyalty of customers in theoretical and practical level and to suggest the algorithm of creation of customer loyalty for enterprises rendering services of mobile link. The paper analyses conception of loyalty, usefulness of loyal customers for an enterprise, generalizes factors influencing loyalty of customers and loyalty programs. With reference to the accomplished research, the opinion of users of mobile link about the quality of services rendered by mobile link operators, loyalty programs, assortment of services, etc. was analyzed. The theoretical and practical analysis of loyalty programs' reasoning makes prerequisites for improvement of management of the value of loyalty programs in the enterprises rendering services of mobile link and companies rendering other services, which create and develop loyalty programs. |
