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Elaboration of recommendations for providing consumers loyalty in Russian market of 5D cinema

Student: Kurshev Roman

Supervisor: Mikhail Alexandrovich Bek

Faculty: Faculty of Management

Educational Programme: Master

Year of Graduation: 2014

<p>Master&#39;s research is devoted to the elaboration of recommendations for providing consumers loyalty in Russian market of 5D cinema.<br />&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The relevance of the theme can be confirmed by the constant interest growth in this subject both in theoretical studies, and the solution of specific practical problems. The aim of the research is the synthesis of Russian and international experience in formation of customer loyalty, evaluation of existing loyalty programs used by companies in the market of entertainment services and creation of loyalty programs for the company LLC &quot;FunnyLand&quot; in terms of growing competition.</p><p>To achieve the target the following tasks were assigned:&nbsp;</p><p style="margin-left:78.55pt;">&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Follow the main stages and transition of companies from orientation strategy on product to orientation strategy on clients;</p><p style="margin-left:78.55pt;">&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Describe the essence of the concept &quot;customer loyalty&quot;;</p><p style="margin-left:78.55pt;">&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Identify the main types and give a classification of loyalty programs;</p><p style="margin-left:78.55pt;">&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Identify the main features of the loyalty programs available on Russian market of the entertainment services;</p><p style="margin-left:78.55pt;">&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Analyse Russian 5D cinema market and tendencies of its development;</p><p style="margin-left:78.55pt;">&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Examine the activities of the company &quot;Funnyland&quot;;</p><p style="margin-left:78.55pt;">&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Research of the company&#39;s customers to their satisfaction and relationship to the recommended loyalty programs;</p><p style="margin-left:78.55pt;">&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Work out recommendations on building loyalty program for the company &quot;Funnyland&quot;.</p><p style="margin-left:78.55pt;">&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Evaluate the effectiveness of the proposed scenarios of customer loyalty for the company &quot;Funnyland&quot;.</p><p>Object of study is the Russian 5D cinema market on the example of &quot;FunnyLand&quot;.&nbsp;A subject of study in this paper is various loyalty programs considered as the basis for maintaining competitive advantages in modern conditions and its effectiveness.</p><p>Information base of study is empirical data collected by the author as a result of 5D cinema company &quot;FunnyLand&quot; visitors&rsquo; surveys in 2014.</p><p>For the tasks decision monographs, articles, manuals and other publications on the selected topic and the materials of &quot;FunnyLand&quot; were analyzed. By comparing different points of view the most capacious definition of the studied concepts and answers to a number of problematic issues were identified.</p><p>In the result of the research, the author pointed out the main target groups of 5D cinema company consumers. The definition of &lsquo;loyal customer&rsquo; was formed. The loyalty index was also assessed, identified main needs of each task force. It was cleared that the majority of respondents is ready to participate in loyalty programs. There was developed a number of alternative measures to increase loyalty based on the analysis. Usage of joint analysis let develop a set of activities and ticket price that can bring maximum profit from alternative widening loyalty measures. Specific recommendations of providing consumers loyalty on the example of &ldquo;FunnyLand&rdquo; were developed.</p><p>The practical value of the research results is enhanced by the use of economic-mathematical model for forecasting the effectiveness of the proposed loyalty programs.&nbsp;Theoretical and practical conclusions of the study can be appropriative customer loyalty generation in the analyzed company, as well as in same companies operating on the 5D cinema Russian market.&nbsp;</p><p>The author developed a list of alternative measures to increase consumer loyalty. Through the use of &nbsp;joint analysis was chosen combination of activities and the price at which the company will be able to achieve maximum benefit from the proposed alternative measures to increase loyalty.</p>

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