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


Nikishkin V.V., Tverdokhlebova M.D.
(about the authors)

Nikishkin Valeriy Viktorovich – (Plekhanov Russian University of Economics)

Tverdokhlebova Mariya Dmitrievna – (Plekhanov Russian University of Economics)

Published in:
Creative Economy
– Volume 13, Number 12 (December 2019)

JEL classification: L81, M31, M39

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


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


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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.








References:
(2020). Marketing. Sozdanie i donesenie potrebitelskoy tsennosti [Marketing. Creating and delivering customer value] (in Russian).
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).
Magerramova G. N. (2019). Лояльность потребителя как основа новой концепции маркетинга Экономика и бизнес: теория и практика. (6). 42-45.
Shevchenko D.A. (2013). Otsenka effektivnosti marketingovyh kommunikatsiy: dostoinstva i nedostatki razlichnyh podkhodov [Evaluation of the effectiveness of marketing communications: advantages and disadvantages of different approaches]. Marketingovye kommunikatsii. (4). 214-225. (in Russian).
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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