The Mission Of Customer Loyalty Programmes And Peculiarities Of Their Development

Loyalty is a characteristic of a person showing any relation with an object - goods, service or enterprise. Nowadays it is important to earn loyalty of investors, employees and customers. The paper deals with essence of customer loyalty, dimensions of customer loyalty, mission, goals, tasks of customer loyalty as well as disputes a process of developing customer loyalty programme: choice of a target group, grounding the structure implementing customer loyalty programme, registration of participants and type of the programme, collection of information about customers and storing, ways to communicate with customers, establishment of privileges to participants of the loyalty programme and evaluation of the programme success.