INNOVATIVE MARKETING OF CUSTOMER LOYALTY

Abstract

The relevance of the research topic is due to the high need for businesses to form the loyalty of their customers and maintain it using innovative methods and tools that are different from similar means of competitors, however, this process is more complex than many companies currently implement in their marketing activities. The object of the study is the sphere of services and service provision to the population of Rostov-on-Don. The processes aimed at implementing modern loyalty programs and the formation of innovative solutions to strengthen customer loyalty with available marketing tools and methods are designated as the subject of the study. Considering the fact that the service sector, which has unique and complex characteristics, actively implements loyalty programs for its customers, the purpose of the article is to analyze the ultimate effectiveness of customer loyalty marketing, which affects the customer orientation of companies and, ultimately, is aimed at making such marketing decisions that can be innovative projects for the service sector. Based on the methods and materials of the study, tasks have been identified that are aimed at studying customer loyalty marketing, in particular, loyalty programs used in the practice of companies in the service sector in order to determine how much they are in demand, interesting and profitable for consumers and have obvious progressivity for companies. In the course of the author's research, the main features of the typical loyalty programs of regional companies are highlighted and discussed, disadvantages are identified, and solutions aimed at developing innovative customer loyalty marketing are formed. Based on the results of the research, cases have been developed for practical classes in the discipline "Marketing Research" of the Department of Marketing and Advertising of the Rostov State University of Economics.

Keywords: innovative marketing tools, customer loyalty, marketing activities, the service sector,            customer loyalty management

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About the Author

Armen S. Sagoyan – Cand. Sci. (Economics), Docent; Associate Professor, Rostov State University of Economics, Rostov-on-Don, Russia. E-mail: sagoyan.a@gmail.com. SPIN РИНЦ 6181-0723. ORCID 0009-0000-3903-4169

For citation: Sagoyan A.S. Innovative Marketing of Customer Loyalty // Beneficium. 2024. Vol. 4(53). Pp. 65-73. (In Russ.). DOI: 10.34680/BENEFICIUM.2024.4(53).65-73