Analysis of the factors of forming customer loyalty: regional aspects

Abstract

Customer loyalty is one of the criteria which determine the efficiency of a modern company. To develop loyalty programmes, it is necessary not only to investigate the style of consumer preferences, but also to reveal the power of influence of the factors shaping it. The style of consumer preferences can be described with the help of a two-component model which includes basic motives of human behaviour and strategies for their implementation. With the help of this model, two key consumer styles-constructive and adaptive (protective)-were defined as well as their varieties. The next step of the research involved identifying factors which influence consumer choice, selecting a range of methods and techniques, creating a sample. Materials of the empirical study made it possible to assess the effect of these factors on consumer behaviour of the residents of the Volgograd and Astrakhan regions. The obtained results imply the fact that most consumers in the region are oriented towards keeping to constructive styles. It means that developing loyalty programmes should be performed with due regard for both rational (those concerning functional attributes of goods) and emotional arguments (prospects of selfdevelopment by means of using goods, adhering to consumer values, communicating within a certain group of consumers).

Analysing Gender Specificities Of The Event Marketing Consumers

“…In the ordinary sense, the term 'event marketing' is used by marketers as one of the ways to promote a certain product. But it can be applied to the management of regions as well (Golub et al, 2018;Lomovtseva & Maslova, 2013). In this regard, the use of promotion tool is considered as a possibility of improving the quality of life within the region by meeting its needs and revealing its competitive capabilities (Prokhorov, 2018).…”