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Loyalty Programs: Theory and Practice


Anastasiya Babushkina
(about the author)

Babushkina Anastasiya Yuryevna – Postgraduate Student, Department of Economics, Lomonosov Moscow State University, Deputy Manager, Respublika Shop, Zheleznodorozhny

Published in:
Russian Journal of Entrepreneurship
– № 7-2 / July, 2010



Keywords: attitudinal and behavioral loyalty, clientele, loyalty program, reward for loyalty, tangible and intangible rewards


Citation:
Anastasiya Babushkina (2010). Loyalty Programs: Theory and Practice. Russian Journal of Entrepreneurship, 11(7), 94-98. — url: http://bgscience.ru/com/lib/2354


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Abstract:

The article examines how the programs of increasing the clients’ loyalty work. The author studies the goals of such programs, their types and the probability of their efficiency.







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