Authors: S.M. Dovgan, K.K. Merkotun

 

The influence of loyalty programs on the processes of customer retention and sales promotion that is designed to meet secondary needs is considered. As a result of marketing research it is determined the factors that influence on clients refusing from repeat buying in sphere of sports and recreation services. The implementation of the loyalty program of discount-funded type is proposed based on analysis of the reasons that is connected with activity of sport club. The levels of repeat-purchases of customers that are required for maintaining the profitability of the business at current level are calculated. The positive results from the implementation of the loyalty program is received.

2010_09-10 Dovg
2012-12-14  408.44 KB  1219

Tags: sales promotion • loyalty program • marketing research • secondary needs • sport and recreation services