Loyalty Program Development Based on Consumer Behavior Research

Nowadays, attracting a new consumer is more costly for the company than retaining an existing one and stimulating it to increase the number and cost of purchases. The objective of reducing the outflow of consumers and increasing their consumption is solved by the loyalty program. This final qualifying work is devoted to development of a loyalty program for the brand "Dom.ru Business" of the company "Er-Telecom Holding", functioning in the business – to – business market. The program is based on the identified features of consumer behavior and theoretical concepts of loyalty. Features of consumer behavior have been identified through the analysis of secondary data, including indicators of satisfaction and loyalty, revenue and structure of consumed products. In addition, to compare the existing theoretical framework on the B2B market and the actual functioning of the brand, and other features of market, expert interviews were conducted with the employees of the client experience department, business analysts of the company. The result of the analysis is the loyalty program aimed at reducing the outflow of consumers and increasing the number of connected digital products, especially among the segments representing the microenterprise in various fields of activity and with the different attitude towards innovation.