Creation of the Loyalty Program

The present research is intended to cover the major issues of establishing long-term relationships between a company and its consumers. The general purpose of this academic project is to suggest a way of creating satisfaction of customers who make repeat purchases. Developing concepts for specific companies rather than creating a comprehensive model raises the lack of agreement among researchers. This study attempts to propose a common strategy for the companies on the B2B market which is characterized by non-price competition. The given research will be considered with analyzing the company – OJSC «Zavod Krasnaya Etna» – and creating the loyalty program. The data for the current research will be gathered through interviews and analyzing company’s documentation. The obtained results could be used in the practice to cut costs and inspire clients to cooperate with the company. Furthermore, following analysis of the preliminary research results and recommendations for the further strategy of OJSC «Zavod Krasnaya Etna» will be presented.