Customer Loyalty Formation as a Factor for Improving the Competitiveness of Online Store on E-commerce Market

The master's degree thesis considers the issues of the formation of customer loyalty in the system of factors improving the competitiveness of the online store. It presents and applies an approach to develop a customer loyalty program, also it shows produced profitability calculations of the program. The first part includes an analysis of the major theoretical aspects of the formation of customer loyalty in an online shopping and reviews the factors of competitiveness of the online store. The second part is composed of an overview and an analysis of the retail e-commerce market (in general) and of its segment of beauty and personal care products industry (in particular). This part is also explores market position of the online store "KrasotkaPro" among its main competitors. The third part is devoted to the processing of empirical data and to the development of the loyalty program for the online store. This part contains produced profitability calculations of the program and presents KPIs to measure its effectiveness. The main result of the thesis is the project of a customer loyalty program for the online store "KrasotkaPro", which was proposed to the consideration of its management.