2018•Institutional Repository of Vadym Hetman Kyiv National Economic University iRKNEU (Kyiv National Economic University named after Vadym Hetman)Requires access
The assessmet of economic efficiency of implementation of consumers’ loyalty programs
V. Mysyliuk, В. С. Мисилюк
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Abstract
The article represents main approaches to the definition of «consumer loyalty» and «loyalty program». The author substantiates the importance of the implementation of consumers’ loyalty programs for the purpose of retaining existing consumers and encouragement new ones. These measures are aimed at strengthen the competitive position of the company at the market and provide a stable cash flow. The system of performance indicators for assessment the economic efficiency of loyalty programs is presented.