Повышение эффективности розничных торговых услуг книжных магазинов на основе результативных программ лояльности

Nikishkin V.V.1, Tverdokhlebova M.D.1
1 Российский экономический университет имени Г.В. Плеханова, Russia

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Journal paper

Creative Economy (РИНЦ, ВАК)
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Volume 13, Number 12 (December 2019)

Citation:

Nikishkin, V. V., & Tverdokhlebova, M. D. (2019). Повышение эффективности розничных торговых услуг книжных магазинов на основе результативных программ лояльности. Creative Economy, 13(12), 2489-2498. https://doi.org/10.18334/ce.13.12.41529

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=42441869

Abstract:
The article assesses the most important attributes of forming long-term customer loyalty. The authors consider the goals and objectives of retailers in the formation of a unique customer experience that allows you to increase the life cycle of the customer to "lifelong". The article analyzes ten of the most famous bookstores in Moscow. The authors review their loyalty programs, technologies of interaction with customers, and give estimates and recommendations for improving the loyalty system to increase its effectiveness.

Keywords: promotions, customer loyalty, loyalty program, sales promotion, customer experience, bonus program, book retail marketing, "lifetime" customer

JEL-classification: M31, L81, M39

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References:

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Dzhoui Koulman (2019). Nikogda ne teryayte klienta. Prevratite lyubogo pokupatelya v pozhiznennogo klienta za 100 dney [Never lose a customer. Turn any buyer into a lifetime customer in 100 days] (in Russian).
Fedko V. P., Turdzhan Yu.R. (2015). Потребительская лояльность: сущностные черты и эволюция взглядов УЭкС. (8).
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Skorobogatyh I.I., Sidorchuk R.R., Ivashkova N.I., Lopatinskaya I. V., Shirochenskaya I. P., Musatova Zh.B. (2019). Upravlenie loyalnostyu [Loyalty management] (in Russian).
Čábelková I., Strielkowski W., Pogorilyak B., Stříteský V., Tahal R. (2015). Customer store loyalty determinants A case of the Czech republic DLSU business and economics review. (1).

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