| Abstract [eng] |
Loyalty program design and management issues are highly relevant to both public relations and marketing and management areas professionals, and in particular for organizations and their leaders. Loyalty programs start depends on the success of user needs analysis, i.e. what the user needs and what for he/she could use the Internet and television services. The aim of the paper: to present model for formation of loyalty program to promote consumer loyalty of Internet and television service providers. The paper analyses the characteristics of consumer behaviour, loyalty concept, summarizes the loyalty programs and their types. Based on the study, analysis of the Internet and television consumer opinion on the quality of Internet and television services providing company quality, assortment and loyalty programs is performed. The theoretical and practical justification for the analysis of loyalty programs create premises for loyalty programs value management of the Internet and television service providing companies as well as other and other service companies designing and developing loyalty programs. |
