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Formation of Programs of Customer Loyalty within the Concept of Institutional Economic Theory


A. Lavrenova
(about the author)

Lavrenova A. V. – Master’s Student of the Academic Department of Marketing and Advertising, Volgograd State University

Published in:
Creative Economy
– № 6 / June, 2013



Keywords: branding, customer loyalty, loyalty program, market, segmentation, transaction expenses


Citation:
A. Lavrenova (2013). Formation of Programs of Customer Loyalty within the Concept of Institutional Economic Theory. Creative Economy, 7(6), 84-88. — url: http://bgscience.ru/com/lib/1096


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Abstract:

The paper provides an attempt to explain the concept of a customer’s loyalty from the perspective of institutional economics, and also to substantiate criteria, main elements of an effective program of the clients’ loyalty on this basis.







References:
1. Aaker D.A. Sozdanie silnyh brendov.– M.: Izdatelskiy dom Grebennikova, 2003.
2. Kuzyminov Ya.I., Yudkevich M.M. Institutsionalnaya ekonomika. Kurs lektsiy. – M.: MFTI, 2002 [Elektronnyy resurs] URL: http://window.edu.ru/resource/070/39070/files/mipt017.pdf.
3. Zorin M.V. Formirovanie strategicheskogo konkurentnogo preimuschestva servis-kompaniy na osnove klientoorientirovannogo podkhoda // Kreativnaya ekonomika. – 2012. – № 12 (72). – c. 103-110. – http://www.creativeconomy.ru/articles/26617