| Abstract [eng] |
Customer loyalty development is very important for companies today. There is a very strong competition between companies in the market. This is the reason why companies are trying to attract customers with creating various programs that keep the relationship between company and its customers. In most cases the program that helps to achieve the best results is loyalty program. Effective and powerful loyalty program must be well considered and organized, and must accomplish communication in all fields. The object of this work is loyalty programs communication and its influence to loyalty programs efficiency. The work presents the main communication tools of effective loyalty program, to explain their working reasons and their influence to the efficiency of loyalty program. There are several tasks that help to achieve the object. They are: to discuss the loyalty conception and the main factors, that have influence to the loyalty; to find out the main loyalty levels and the main ways to measure the loyalty; to discuss loyalty program conception, the main points that are used to create a program; to find out the main components of loyalty program and the most popular types of the programs; to discuss the main factors, that make the loyalty program to be effective; to analyze loyalty programs communication and its main features, to discuss the main communication tools. This work ends with a research that was trying to identify the connection between the loyalty program communication and customers’ loyalty. The results shows, that customer needs more stimulation and communication on time. People appreciate a good service and reaction to the problems they have with a products. In conclusion, communication and customer loyalty has a strong relationship. This work is valuable for the business, management, marketing and organization communication students and for the companies that are creating a loyalty program. The results of the research may help the companies to improve their working loyalty program or to create a new one, that would work effectively and be able to attract more customers. |
