Loyalty Programs on the Market of Electronic Payment System (by the Example on Company QIWI)

Electronic payment systems have long ceased to be exotic for the Russian market and quickly entered into everyday life. Electronic payments are convenient in various cases - from the payment of mobile services to the purchase of goods in foreign stores and remittances abroad by individuals. Due to the high competition in the market of electronic payment systems, the main tool for retaining customers is the loyalty program.  This final qualifying work examines issues related to the establishment of long-term relations between the company and its customers through material and non-material incentives. The study presents recommendations for developing loyalty programs for the QIWI Visa Qiwi wallet product. Data for the development of the program were obtained through quantitative analysis, interviewing respondents and indicators of measuring loyalty SERVQUAL, NPS and analysis of company documentation. The results can be used to reduce costs and encourage customers to interact with the company. The key idea of ​​the research is the development of material and non-material incentives for users of electronic purses to increase loyalty and the degree of satisfaction of the service. Keywords: Consumer loyalty, loyalty programs, electronic wallets, electronic payment systems, material incentives, intangible incentives, QIWI, Visa QIWI wallet